Research On Brand Value Evaluation System For Publishing Enterprises

This thesis aims to lay the groundwork for the yet-to-be-established brand value evaluation system in the publishing industry and provide a reference basis for specialized institutions or organizations to formulate relevant industry standards.This thesis is based on the latest version of the Chinese national standard for brand value elements(GBT29186-2021)and employs literature review,interdisciplinary research,qualitative analysis,and comparative analysis methods.By examining the five dimensions of tangible elements,quality elements,innovation elements,service elements,and intangible elements,a brand value evaluation system suitable for the publishing industry’s needs is constructed.The thesis begins by reviewing the current state of related research both domestically and internationally,conducting a literature review analysis on domestic research theses,and referring to the summary of foreign-related research.A summary of the progress of related thematic research at home and abroad is presented.Before researching the brand value evaluation system of publishing enterprises,the thesis further categorizes the publishing enterprises to meet the brand value assessment needs of various types and characteristics of publishers.During the research process,the five major elements summarized in the latest version of the Chinese national standard for brand value elements(GBT29186-2021)are interpreted from an industry perspective.Five first-level indicators that fit the characteristics and nature of the publishing industry are proposed,including production and market elements,product quality elements,corporate innovation elements,service elements,and cultural and intellectual property elements.The study delves into the content of several secondary and tertiary indicators under these five primary indicators,and analyzing the weight relationships between them.Finally,a relatively complete,complete elements,and can be used directly for the publishing industry or reference brand value evaluation system of publishing enterprises.On a macro level,this research is conducive to brand operators making timely and appropriate brand management decisions.Simultaneously,by studying the brand value evaluation system of published works,it provides a reference basis for publishers to enhance their market image,increase consumer recognition,and ultimately expand their market share.