在当前全球经济一体化的大背景下，各国经济发展都已经步入了买方市场， 市场竞争环境发生了较大的变化。在市场竞争形式上，单纯的产品、技术竞争已 无法体现其综合竞争优势，市场竞争形式开始向品牌的竞争转变，品牌的竞争优 势已成为企业出奇制胜的法宝。品牌价值的高低成了衡量企业综合实力的重要标 准，因此实施品牌发展战略也成为企业发展战略的重要组成部分。 近年来，随着社会主义市场经济体制改革的不断深化，国有企业体制改革的 步伐不断加快，其中国有出版企业也开始逐步由事业单位转为企业，管理体制上 由国有企业管理体制转变为市场化经营体制。在社会主义市场经济大环境下，品 牌竞争也逐渐成为出版企业竞争的关键性因素，越来越多的出版企业开始意识到 品牌的重要性。品牌代表着一个企业的形象，是其内部文化的一种外在综合体现， 包含企业特有的文化、特色、风格、质量和服务等内容。出版企业开始积极从主 题策划、生产经营、营销推广等多方面进行品牌建设，打造品牌，从而能在市场 竞争中获得更有利的竞争地位，发展壮大企业实力。 本文从出版社品牌战略出发，以江西W出版社为研究对象，通过分析其品牌 现状及存在的问题，运用PEST、波特五力模型、SWOT分析方法对W出版社品牌 发展战略进行分析，并借鉴国内外出版企业品牌发展战略的经验，提出了W出版 社的品牌发展战略实施意见建议，以期为W出版社和出版社行业制定品牌发展战 略提供借鉴。 关键词：W出版社；品牌；品牌发展战略 工商管理硕士专业学位论文 II Abstract Underthecurrentbackgroundofglobaleconomicintegration,theeconomic developmentofallcountrieshasenteredthebuyer'smarket,andthemarket competitionenvironmenthasundergonemajorchanges.Intheformofmarket competition,pureproductandtechnologycompetitioncannolongerreflectits comprehensivecompetitiveadvantage.Themarketcompetitionformhasbegunto changetothecompetitionofthebrand.Thecompetitiveadvantageofthebrandhas becomeamagicweaponforthecompanytowin.Thevalueofbrandvaluehas becomeanimportantcriterionformeasuringthecomprehensivestrengthof enterprises.Therefore,theimplementationofbranddevelopmentstrategyhasbecome animportantpartofthecompany'sdevelopmentstrategy. Inrecentyears,withthecontinuousdeepeningofthereformofthesocialist marketeconomicsystem,thepaceofreformofstate-ownedenterprisesystemshas beenaccelerating.Amongthem,state-ownedpublishingenterpriseshavegradually changedfrompublicinstitutionstoenterprises,andthemanagementsystemhas changedfromastate-ownedenterprisemanagementsystemtoamarket.Management system.Inthecontextofthesocialistmarketeconomy,brandcompetitionhas graduallybecomeakeyfactorinthecompetitionofpublishingcompanies.Moreand morepublishingcompaniesarebeginningtorecognizetheimportanceofbrands.The brandrepresentstheimageofacompanyandisanexternalcomprehensive manifestationofitsinternalculture,includingtheuniqueculture,characteristics,style, qualityandserviceofthecompany.Publishingcompanieshavebeguntoactively carryoutbrandbuildingfromthethemeplanning,productionmanagement,marketing andotheraspectstobuildabrand,soastogainamorefavorablecompetitiveposition inthemarketcompetition,anddevelopandstrengthenthestrengthoftheenterprise. Basedonthebrandstrategyofthepublishinghouse,thispapertakesJiangxiW PublishingHouseastheresearchobject,analyzesitsbrandstatusandexisting problems,andusesPEST,Porter'sfive-forcemodelandSWOTanalysismethodto analyzethebranddevelopmentstrategyofWPublishingHouse.Drawingonthe experienceofdomesticandforeignpublishingenterprisebranddevelopment strategies,thispaperputsforwardtheimplementationsuggestionsofWpublishing house'sbranddevelopmentstrategy,inordertoprovidereferenceforthedevelopment ofbranddevelopmentstrategyforWpublishinghouseandpublishinghouseindustry. Keywords:WPublishingHouse;Brand;BrandDevelopmentStrategy W出版社品牌现状及发展战略研究 III 目录 摘要........................................................................................................................I Abstract......................................................................................................................II 1绪论........................................................................................................................1 1.1研究的背景.....................................................................................................1 1.2研究的目的和意义.........................................................................................2 1.2.1研究的目的..........................................................................................2 1.2.2研究的意义..........................................................................................2 1.3国内外研究现状分析.....................................................................................3 1.3.1国外研究现状......................................................................................3 1.3.2国内研究现状......................................................................................5 1.3.3研究综述..............................................................................................6 1.4研究思路、方法和内容.................................................................................7 1.4.1研究的思路..........................................................................................7 1.4.2研究的方法..........................................................................................7 1.4.3研究的内容..........................................................................................8 1.5研究创新点.....................................................................................................9 2品牌发展战略相关理论和方法..............................................................................10 2.1品牌发展战略相关理论...............................................................................10 2.1.1品牌的概念界定................................................................................10 2.1.2品牌的构成要素................................................................................10 2.1.3品牌发展策略....................................................................................11 2.2制定品牌发展策略的分析工具...................................................................11 2.2.1PEST分析...........................................................................................11 2.2.2波特五力分析模型............................................................................11 2.2.3SWOT分析...........................................................................................12 3W出版社品牌发展内外部环境现状及存在的问题分析.......................................13 3.1W出版社基本概况........................................................................................13 3.1.1出版行业简介....................................................................................13 3.1.2W出版社品牌——精品化的教材，特色化的图书.........................14 3.2W出版社品牌发展外部环境的PEST分析..................................................15 3.2.1政治法律环境....................................................................................15 3.2.2经济环境............................................................................................16 3.2.3社会文化环境....................................................................................16 3.2.4技术环境............................................................................................17 3.3W出版社品牌发展内部环境的波特五力模型分析....................................17 3.3.1同行业之间的竞争——出版企业间的竞争....................................17 3.3.2进入者的威胁增加............................................................................18 3.3.3替代品——来自新技术基础上的多媒体网络服务........................19 3.3.4供应商的议价能力............................................................................19 3.3.5购买者的议价能力............................................................................20 3.4W出版社品牌发展SWOT分析......................................................................20 工商管理硕士专业学位论文 IV 3.4.1优势分析............................................................................................20 3.4.2劣势分析........................................