University Press Image-building And Communication Research

After more than 20 years of development, university publishing houses have grown into an important combatant by supplementary strength of early publishing business. While our country publishing system deepens reform, the living environment of the university publishing house has already changed greatly. Facing the enormous tide of market economy, the function of the image is lying in and letting the university publishing house define with what kind of appearance and spirit should stand erect in generation. And to the university publishing house, the heaviest difficult problem lies in the moulds and propagates of its image has no mode that can be followed, also has no experience can be imitated.First, this text sums up the image of the university publishing house as the combination of three key elements, i.e. the serious and steady academic image, the vivid commercial image and the card image of soaring itself. Because of the university publishing house's own particularity, its professional publishing house's properties are destined to put the academic image in the primary importance. The distinctive commercial image is the university publishing houses in order to adapt to the new market situation. And the business card image of soaring itself is the unique image key element of the university publishing house. It can surmount the universities and become a foreign business card of its university through efforts. This can be regarded as the supreme realm of the image of publishing house of the university too.Then this text dissect in terms of image-building of the university publishing house, and divide the structure of the image into two parts of internal vivid and foreign image, form a kind of structure of circle. Explain with a lot of tactics of internal and foreign image-building mainly among this part. It has proposed many kinds of image-building methods suitable for implementing. Then it also explained the dialectical relation between the internal image-building and the foreign image-building, the former is the latter's core and foundation, and the latter will act on the former instead.Continuously this text explains the university publishing house image tactics in the course of propagating. This part has analyzed many kinds of spread routes in the course, i.e. mass media, dividing propagating, public relation, incident propagating and new media communication of propagating, etc. Then according to the characteristic of the university publishing house, it has put forward the comparatively simple circulation way now, then adopt the way in which many kinds of spread routes combine together. Leave metrically together, could get the result of getting twice the result with half the effort.Finally, this text explains the university publishing house image diagnosis, including image improve and image prediction and several respect of controlling of crisis, to lead a university publishing house image maintain the model with management, make university publishing house image mould and propagate course form a whole system.