符号学视角下出版企业品牌形象的建构

The Construction of the Brand Image of Publishing Enterprises from the Perspective of Semiotics

在出版业日益激烈的竞争环境中,出版企业越来越重视品牌形象的建构。本文从符号学视角出发探讨符号在出版企业品牌形象建构中的重要意义,从视觉形象和文化形象两个层次入手,着重论述围绕视觉符号和文化符号建构出版企业品牌形象的具体路径。建立出版企业品牌符号体系,是出版企业品牌整体建构的一项基础工程。

The publishing enterprises pay more and more attention to the construction of brand image in the current increasingly fierce competition environment.From the perspective of semiotics,this paper discusses the significance of symbols in the construction of brand image of publishing enterprises,focuses on the specific path for the construction of the brand image around visual symbols and cultural symbols.The construction of the brand symbol system of publishing enterprises is a basic task of the overall construction of publishing enterprises'brands.