Exploring The Branding Of “Overseas Chinese Studies Series”

Brand is a carrier of product information and consumers’ emotion and trust Under the background of continuous progress of Internet,big data and other technologies,traditional publishing facing great challenges and increasingly fierce competition in the publishing market,publishing brand building is in a brand new period of active transformation and actively seeking development Building a publishing brand with characteristics and influence helps publishing companies gain competitive advantages in the market,readers’ trust and achieve long-term development The trend of building publishing brands is becoming smaller and more accurate,as publishing companies continue to segment the reader market and focus on building academic book brands with higher requirements,stricter specifications and higher intellectual value "The"Overseas Chinese Studies Series" is a domestic humanities academic series organized and published by Jiangsu People’s Press in 1988,and has been published for 35 years Among the various influential academic series,the "Overseas Chinese Studies Series"has been able to maintain its academic weight and influence throughout the long years,and make adjustments and innovations with the changes of the timesThis thesis takes "Overseas China Studies Series" as the object of study,and adopts documentary analysis and In-depth interview methods to analyze the brand construction of "Overseas China Studies Series" This thesis studies how an established academic book series can stand out in the competitive publication market and gain cultural and economic benefits at the same time This thesis firstly introduces the development of Overseas Chinese Studies Series;Secondly,it analyzed the five aspects of brand environment,brand design,brand positioning,brand optimization,and brand communication of "Overseas China Research Series" using STP strategy,The Second Curve theory focused on brand positioning and brand communication according to the case characteristics;Finally,the problems and suggestions are put forward based on the attempts and explorations made by "Overseas Chinese Studies Series" in brand building Finally,the problems and suggestions are put forward based on the attempts and explorations made by the Overseas Chinese Studies Series in brand building In order to provide reference and reference for other academic book branding...