国内出版品牌研究的理论演进与展望

Theoretical Development and Prospects of Brand Research of Domestic Publishing

出版品牌研究的涉猎领域和策略分析从笼统走向细化和专业;案例研究逐年增多,地域性集体案例研究出现,但国际案例的应用需要充分考虑适应性问题;研究者关注的品牌建设主体逐步多元,但需要给予民营出版更多的关注;消费者缺席长期存在,近几年读者参与才开始受到重视。整体来看,已有研究对品牌内涵及其变化的认知普遍存在局限,而产消融合和消费者生产性问题已经成为思考品牌建设的必要因素,这是未来研究尤为值得关注的地方。

This study find that brand research field of domestic publishing becomes more specialized and the strategy research more professional ; case studies increase annually, along with more regional and international cases, but there are a lot of adaptive problems need to resolve; the phenomenon of multiparties participate in constructing brand has caused researchers＇ concern, but the private publishing and the readers＇ participating need more attention. On the whole, the researchers＇ understanding of the brand and its changing is limited, however Prosumer Economy and the productivity of consumer are becoming essential elements of brand construction, which is worth special mention in the future study.