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Research On Brand Activation Strategy Of Xinhua Bookstore

Posted on:2020-11-15Degree:MasterType:Thesis
Country:ChinaCandidate:H LiuFull Text:PDF
GTID:2428330599951510Subject:Publishing Science
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As a well-known brand in China,Xinhua Bookstore has made important contributions to China's cultural communication industry and has an important position in the field of publishing in China.However,with the rapid development of economy and technology,the market environment is constantly changing.The development of Xinhua Bookstore appears to be relatively lagging behind,and its brand influence is significantly reduced.It gradually shows a image of high degree of awareness but low recognition in readers' mind.Xinhua Bookstore needs a brand activation immediationly.Based on the analysis of Xinhua Bookstore brand development history and brand aging status,this paper proposes the brand activation strategies of Xinhua Bookstore based on the theory of brand activation.Firstly,this article summarizes the brand development process of Xinhua Bookstore,and analyzes its brand status from the market performance and readers' perception.Xinhua Bookstore was born in the smog of the Anti-Japanese War,grew up in the process of socialist construction,and grew stronger in the early days of reform and opening up,but faced various crises in the new environment of market economy.At this stage,the Xinhua Bookstore is not performing well.The outlets are shrinking severely,the workforce is shrinking too,the market share is decreasing,and the readers' recognition,loyalty and positive associations of the brand have dropped sharply.Through the analysis of the status of Xinhua Bookstore,it is concluded that the Xinhua Bookstore brand has entered in an aging crisis.Secondly,this paper analyzes the connotation and conditions of Xinhua Bookstore brand activation.Based on the previous studies and the brand characteristics of Xinhua Bookstore,this paper builds the Xinhua Bookstore brand activation matrix.From the perspectives of social psychology and cognitive psychology,around the readers and Xinhua Bookstore,the four dimensions of Xinhua Bookstore brand activation are proposed,namely,awakening memories,reviving traditions,expanding consciousness and changing image.Then proposed two strategies for the activation of Xinhua Bookstore brand,namely nostalgic strategy and innovative strategy.Thirdly,this article focuses on the nostalgic strategy and innovative strategy of Xinhua Bookstore brand activation.The focus of the nostalgic strategy is to explore the original elements of the Xinhua Bookstore brand and reconnect the emotional connection between the brand and the readers.Specific measures can be taken fromthe perspectives of brand story,brand culture and brand community.The focus of the innovative strategy is to inject “new” elements into the brand,extend the brand's connotation and change the brand's image.Xinhua Bookstore can through new products,new services,new market segments,new sales channels,new propaganda methods to make specific changes.Finally,based on the previous analysis,this paper concludes that the nostalgic strategy and innovative strategy of Xinhua Bookstore brand activation complement each other and will jointly promote Xinhua Bookstore to re-lighten the signboard.Xinhua Bookstore should establish brand confidence in the new era and continue to make outstanding contributions to China's publishing business.
Keywords/Search Tags:Xinhua Bookstore, brand activation, brand ageing, nostalgic, innovative
PDF Full Text Request
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