“悦读纪”品牌营销策略研究

Research on Brand Marketing Strategy of “Enjoy Reading Ear”

近年,在精准传播的背景下,受众分析成为市场必要,女性阅读作为子市场成为出版行业关注的热点。本文以国内首个女性阅读专业出版品牌"悦读纪"为例,从市场定位、公共关系和整合营销的角度分析其品牌战略,提出除常用的品牌传播手段之外,打造出版品牌还需考虑图书内容社会影响、新媒体创新营销以及品牌核心价值等,以期为探索图书出版品牌的发展提供典型范例和思考路径。

In recent years, audience analysis has become a necessity in the market, and women＇s reading as a sub - market has become a hot spot in the publishing industry in the context of accurate communication. This paper takes Enjoy Reading Ear, China＇ s first female reading professional publishing brand as an example to analyze its brand strategy from the perspectives of market positioning, public relations and integrated marketing. The study pro- poses that it is necessary to consider the social influence of book content, new media innovation marketing and brand core value, ere in creating publishing brands in addition to the commonly used brand communication means. This ar- ticle aims to provide a typical example and thinking path for exploring the development of book publishing brand.