出版产业化下的出版企业形象塑造

如今出版走向了市场,财政"断奶"而带来的生存危机让出版人反思,这使出版社在进行准确定位和精心打造内容的同时,还要通过形象广告等现代营销手段塑造自身形象。然而,究竟什么是出版形象广告?它都有哪些类型?当前我国的出版形象广告都存在哪些问题?如何运作出版形象广告,使其收到出其不意、事半功倍的最佳宣传效果?这些问题都需要我们直面回答。在市场竞争日趋激烈的今天,笔者在论文中对出版形象广告所作的阐述,无疑具有十分重要的现实意义。

On Image-Building of Publishing Enterprises in the Industrialization

The survival Crises brought from the necessity of the market-based pressing and the financial "weaning" from the state has become a serios problem that the publishers have to to reflect on,which requires publishing houses not only to have an accurate and careful positioning and serve with elaborate contents,but also to shape their own image through advertising and other modern marketing tools.However,the question is what the image ads of a publishing house is;how many types there are available;what the prob...