论新华书店的品牌活化策略

发布时间：2018-03-30 09:53

本文选题：新华书店　切入点：品牌活化　出处：《出版科学》2017年06期

【摘要】：新华书店是我国图书文化事业中的老字号品牌,截至2017年,已走过80年的发展历史。在以科技和文化创新为支撑的新经济环境下,市场竞争日趋激烈,新华书店品牌逐渐呈现高认知度、低认可度的发展态势,品牌面临老化危机。本文借用国外学者针对老字号品牌重振提出的品牌活化理论,结合新华书店的品牌现状,提出适合新华书店品牌活化的发展策略。
[Abstract]:Xinhua Bookstore is an old brand in the cause of book culture in China. Up to 2017, it has gone through a history of 80 years.In the new economic environment supported by science, technology and cultural innovation, the market competition is becoming more and more fierce, and the brand of Xinhua Bookstore is facing the aging crisis.This paper uses the theory of brand activation put forward by foreign scholars to revive the old brands, combining with the brand status of Xinhua Bookstore, puts forward the development strategy suitable for the brand activation of Xinhua Bookstore.
【作者单位】：武汉大学信息管理学院;
【分类号】：G239.23-F

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