Research 0n Brand Communnication Strategy Of Guangxi Normal University Press From The Perspective Of Marketing 3.0

Brand is unique and can not be copied for enterprises,and it is also one of the core competitiveness of publishing enterprises in market-oriented operation.Especially in the era of marketing 3.0,brand communication activities are driven by values,and reader oriented brand communication has become the focus of many publishing enterprises to build a strong brand after the transformation.For a long time,Guangxi Normal University Press(referred to as "Guangxi Normal University Press")has attached great importance to the cultivation and maintenance of its brand and created a series of excellent brand publications with high publishing taste.It has been widely recognized by the industry with its excellent brand image and good public praise of readers.Its unique "Guangxi Normal University Press mode" and extensive brand influence enable Guangxi Normal University Press to Contribute to the development of publishing industry in China.In the face of the changes of brand communication activities in the new marketing environment,the construction of efficient and scientific brand communication mechanism has become an urgent issue for publishers to achieve sustainable development.In this paper,Guangxi Normal University Press as the research object,through literature research,case study,field survey,interview and questionnaire survey,the brand communication status and strategy of Guangxi Normal University Press is comprehensively combed,analyzed,summarized and summarized.Based on the marketing 3.0 perspective and the theory of brand communication,this paper integrates relevant materials and quantitative data to realize the detailed analysis and systematic research on the brand communication strategy of Guangxi Normal University Press,explores thesuccessful experience and effective communication strategy of the brand communication of Guangxi Normal University Press in the era of marketing 3.0,and some problems or deficiencies in the process of brand communication according to the actual situation In order to provide case analysis and strategy reference for the practice of publishing brand communication,the author tries to further explore the feasible path for the publishing house to achieve the sustainable development of its brand.The paper is mainly carried out from the following aspects: the first chapter is the introduction part,which mainly includes the background,significance,content and research methods of this research,as well as the combing of the domestic and foreign related literature research;the second chapter briefly describes the marketing 3.0 theory and brand communication and other related theories and analyzes the specific characteristics of brand communication in the marketing 3.0 era;the third chapter combs the publishing of Guangxi Normal University In chapter four,based on the marketing 3.0perspective,the author introduces Keller's "customer based brand equity model"(customer based brand)with the consumer with production content as the main body Equity,CBBE model)and combined with interviews and questionnaires,this paper makes an empirical study on the brand communication of Guangxi Normal University Press.Chapter five summarizes the effective strategies and successful experiences of brand communication of Guangxi Normal University Press in the era of marketing 3.0,and puts forward some corresponding optimization construction for the problems and deficiencies in the brand communication activities of Guangxi Normal University Press and the reasons In the last chapter,the author introspects,generalizes and summarizes the whole article,examines the shortcomings and expounds the future research direction.