Empirical Analysis On The Brand Communication Effects Of China University Presses

In recent years, University Presses in the overall economic development of the position and in the publishing industry's weight are increasing. As the market competition, they as or the cause of their system as a unit, or enterprise system of units, have gradually recognized that building a strong brand is very important. At the same time, improving the effectiveness of their brand communication becomes topics caught many of scholars' common attention. Therefore, this study considers the factors of brand communication Effects of University Presses as the emphasis, explore appropriate measures and ways to improve to the University Press of the effects of brand communication, so that University's limited resources will be more reasonable to use, to accelerate its growth pace.The main contents of the article are as follows:In the first part, also the part of the preface, it mainly introduces the background, the purpose, the significance and the basic thoughts, the contents.In the second part, it mainly introduces the theory basis of this study. It reviews and comments on the university, brand and the theory of brand communication, communication effects. Bases on this, this study forms its own concept model.In the third part, it mainly introduces the demonstration designing idea of this study, including the setting of the variable in the questionnaire, the presentation of the research hypothesis, the decision of the research frame, the choosing of the survey sample, the designing of the questionnaire, the choosing of the analyzing methods and so on.In the fourth part, it expatiates the detailed process of the demonstration analyzing. It analyzes the data collected from the questionnaire by using the statistical software SPSS13.0: data source, descriptive analysis, correlation analysis and comprehensive analysis.In the fifth part, it states the results and advice of this study. Firstly it sums up the results of the demonstration research: impact on every aspect of brand communication effects of factors. Then, on the basis of the research conclusion, it respectively comes up with the measure of enhancing the brand communication effect of our country university presses and the suggestion of the later study, from the aspects such as the disseminator, the contents,the media, object,the environment.