同心圆模式下的中华书局品牌建设研究

摘要

中华书局品牌建设一直是实践先于理论。在百年的发展中，中华书局不断积蓄力量，在品牌建设方面探索出了同心圆式的发展道路。本文主要立足于同心圆模式，从中华书局积累的优秀人才资源、鲜明的出版理念等方面介绍中华书局在品牌建设上遵循同心圆模式发展的优势，认为在同心圆模式下，中华书局品牌建设应该从核心层、相关层、外围层三个方面来解读，并从品牌建设的有序化、系统化、创新化三个方面对中华书局发展的同心圆模式提出了建议，以期中华书局在不断刷新成绩的同时，创造出新的辉煌。%The practice of the brand building of Zhonghua Book Company is always ahead of its theoretical research. During the decade,Zhonghua Book Company has accumulated experience constantly and finally found a concentric-circle model of development. Based on the concentric-circle model,this paper introduces the advantages in the brand building of Zhonghua Book Company from the aspects of human resources and publishing ideas. The brand building of Zhonghua Book Company should be explained by key layer,related layer and peripheral layer. Then,some suggestions are presented from ordering,systematization and creative-ness of the brand building for new achievements.