Research On Brand Communication Of The Eslite Bookstore

The advent of the digital age,the spread of knowledge fragmentation trend,the network bookstore menacing,the mainland and the world's physical bookstores are facing the impact and challenges.At this time,once known as Taiwan's "cultural landmark" Eslite bookstore contrarian line,opened in mainland China's first flagship store."The chain does not copy" Eslite bookstore across the geographical boundaries and differences in human society and society to meet people's desire for culture,so that cultural behavior can be as rich as the culture itself is full of elegant charm,but also allows consumers To maintain their own existence of autonomy,individuality and selectivity.Eslite bookstores help people find their own cultural preferences while also providing and stimulating people's imagination of cultural tastes and hierarchical promotion.Such a unique charm of the cultural enterprises,the brand's shape and dissemination of a high degree of research and significance.In this paper,Eslite bookstore as the research object,through field observation and interviews to study,analysis of Eslite bookstore branding key elements,as well as Eslite bookstore brand communication approach.On the basis of elaborating the development of the classical theory of brand communication,the essence of the brand and the understanding of the brand in different historical stages,the development and transformation course of the Eslate Bookstore is summarized,and its birth background,previous transformation and operating characteristics are explained.At the same time,combined with the relevant theory on the Shoucheng bookstore branding analysis,to discuss the communication strategy of Eslite bookstore,combined with the case and field interviews for analysis,outlined the characteristics of Eslite bookstore brand communication.