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建设和谐品牌关系是品牌管理实践中的重要工作,也是品牌理论研究中的前沿课题。本文借鉴生态学的思维,运用生态品牌关系理论,对出版企业品牌关系中所涉及的利益相关者进行了分类研究,重点对出版企业品牌关系的框架进行了建构,在此基础上,有针对性地提出了出版企业品牌关系的管理建议。
Building a harmonious brand relationship is an important work in brand management practice and also a frontier subject in the research of brand theory. Based on the ecological thinking and the theory of ecological brand relationship, this dissertation studies the stakeholders involved in the brand relationship of publishing enterprises and constructs the framework of the brand relationship of publishing enterprises. On this basis, Proposed management of publishing company brand relationship.