读者信任视角下的出版品牌管理研究
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摘要
本文以读者信任和出版品牌之间关系为研究对象,试图通过建构和论证读者信任和出版品牌之间的耦合模型,解决实践中存在的出版品牌管理绩效不高及读者服务质量欠佳等问题,尝试为出版品牌管理研究探索一条新路。信任研究的前沿成果启示人们,信任关系的建构和强化在经济发展中起着至关重要的作用。在分工与合作高度发展的现代社会,没有信任人们将寸步难行,信任已经成为人类生存发展必不可少的媒介。这给出版品牌管理研究实现超越带来了新的契机,即从读者信任的角度观照、洞察出版品牌管理将会产生若干突破性成果。除了从资产、符号等角度进行考察之外,从信任关系建构和巩固的角度切入,分析读者信任在出版品牌生命周期不同阶段的作用机制,探讨如何观测和引导读者信任的发展以促进出版品牌管理绩效,具有重要的理论和实践价值。论文第一章在综述前人研究脉络的基础上,论证了从读者信任的角度剖析出版品牌本质及探究出版品牌管理规律的必要性和可行性。这一部分主要在回顾学术前史的基础上提出本研究试图回答的问题,即读者信任与出版品牌之间到底存在什么关系?
第二章,探讨出版品牌管理环境的新特征。市场环境是无可回避的外部因素,从环境考察入手可以将研究嵌入其所在系统,避免了“见树不见林”的弊端。这一章主要阐述读者需求的个性化、感性化、多元化和离散化等新特征,对图书市场竞争加剧、读者权力上升、交易程序复杂化、营销精细化等出版经营遇到的新挑战进行了系统分析,同时对信息交互技术进步、品牌转换成本降低等影响因素也进行了细致考察。在此基础上,指出出版企业必须放弃以自我为中心的经营哲学,而要注重感性、互动、参与、心理等因素在图书营销中的作用,尤其是要从双方信任关系的建构和强化入手,实现出版品牌管理创新。
基于读者信任的出版品牌管理首先应该树立相应的理念,这是第三章的核心内容。首先,笔者阐释了读者信任在图书营销中的积极意义,分析认为读者信任可以为经营者的技术、产品创新赢得多于竞争对手的“缓冲时间”,增强出版企业的整体竞争力,降低品牌延伸以及其他交易成本,阻止其他媒体抢夺有限受众资源。其次,论证获取和维系读者信任是出版品牌管理的核心。出版品牌管理以交易双方关系的长期发展为宗旨,属于长期投资的范畴,出版品牌的塑造和强化离不开读者的互动参与,出版品牌管理最终是为了获取读者的长期信任与高度忠诚。基于以上分析,笔者指出出版企业应该树立以读者信任为导向的出版品牌管理理念。具体包括：出版品牌管理的终极目标是获得读者的正面认同和长期支持；出版品牌管理成功的判断标准必须依靠读者信任状况的测度；出版企业必须通过有效沟通和感性体验获得读者信任,进而才能达成出版品牌影响力和竞争力最大化的目标。
第四章,顺次讨论读者信任视角下出版品牌管理的具体策略。从出版品牌生命周期不同阶段特征的分析入手,结合出版品牌生长发育的生命规律探讨出版品牌管理的策略。首先,将出版品牌生命周期划分为认知期、美誉期、忠诚期和转移期四个阶段,分别讨论了读者信任在出版品牌生命周期不同阶段的功能。研究发现,读者信任在出版品牌认知、美誉形成、忠诚培养和转移更新等阶段都发挥着重要作用,出版品牌的成长成熟离不开读者信任。其次,分析读者信任和出版品牌的耦合机制,认为读者信任的培养和出版品牌管理的目标都是为了获得竞争优势,耦合可以从读者信任演进和出版品牌成长两个维度切入,考虑到读者信任对出版品牌的驱动作用,出版企业应该通过读者心理、行为的观测和控制实现两者的耦合。新的品牌管理理念要求经营者转换理念,颠覆思维定势,从双方关系的深远发展出发,大度地为读者着想,以读者为本规划、开展营销活动,通过读者信任的获取和维持增加品牌影响力,进而获取可持续增长的比较优势。
沿着上述逻辑,详尽探讨了不同阶段的出版品牌管理策略。在出版品牌认知阶段,出版企业应该细致分析读者的核心诉求,以获取读者信任为导向实现准确的品牌定位；在出版品牌传播阶段,充分考虑读者个体特征、心理特征、社会特征、文化特征等,并以此为导向设计或调整品牌传播方案：在出版品牌美誉阶段,务必考察读者核心利益诉求的漂移情况,根据读者态度的差别选择品牌维护策略,促进信任程度的深化、观望态度的转移和抱怨投诉的巧妙处理；在出版品牌忠诚期,品牌个性和风格的塑造是管理工作的重心,性格突出的出版品牌有助于识别记忆,能满足读者价值观、社会角色和感情依赖、艺术审美等感性诉求,增加读者的正面认知,促进信任关系的深化。此外,在出版品牌忠诚期,经营者不能满足于利润和份额方面的业绩,而要通过持续创新,提高品牌转换成本、增强读者安全感、提供额外利益、降低读者预期、激发品牌联想,不断深化读者忠诚；在出版品牌延伸期,出版企业可能遇到诸如新旧品牌名称不相容、原品牌形象稀释、盲目延伸削弱读者信任等问题,严重时会导致读者背叛。读者背叛的原因主要有：延伸品牌远离原品牌核心价值、延伸产品失败殃及整体品牌、新品牌喧宾夺主等,因此,出版企业需要在定位之初就通盘考虑品牌延伸的空间和方向,同时要注意新旧品牌之间相关性的建立和传播,在延伸过程中还要及时沟通,设法让读者“在场”,以提升品牌延伸成功的概率。
第五章,分析图书营销实践中偏离读者信任导向的几种常见误区并给出对治策略。(1)出版品牌宣传与品牌承诺兑现之间的差距破坏信任关系。出于功利目的,部分出版企业进行虚饰浮夸的形象宣传,这将导致读者对营销传播失去信任,引发沟通障碍,降低读者的购买次数和购买数量,同时还会影响出版资源配置,毁掉成长中的出版品牌。出版品牌不是炒作概念、夸张宣传等短期做法可以成就的,出版企业应该从专业能力和可信度入手,坚持客观、适度、负责的原则,进行出版品牌宣传,同时要通过细节完善来兑现承诺,获得读者的信任和支持。(2)经营者盲目进行品牌延伸丧失读者信任。为了逐利,部分出版企业随意进入自己不熟悉、不擅长的领域,这会造成内容创新不足、图书品质下降等弊病,无奈的读者只能选择“用脚投票”。根据以上诊断结果,对治策略主要有：实现新旧产品关联度与阅读需求演进的动态契合,如非必要则延伸产品和原产品务必保持一定的相关性和相似性,这样,才能在保证读者认同的前提下,兼顾出版企业的获利需求。(3)联盟品牌的信任维持问题。出版品牌并购中会发生品牌转移,此时,品牌联盟后要发挥协同效应,实现联盟企业之间价值观的统一,以及价值链的重组都必须依赖读者信任。并购后的出版品牌要获得读者认同和支持,必须考虑读者认知情况,在协调集团内部利益矛盾的基础上,重新定位并以合理方式传播给读者,进而通过严格履行承诺保持和提升读者信任的层次。(4)网络技术革新条件下的读者信任危机问题。网络与生俱来的特性决定了爆发品牌危机的频率将大大增加。研究建议出版企业应建立危机预警系统,及时预测和控制可能的品牌危机；遵循科学的危机管理程序,同时因事制宜,灵活处置；通过坦率直言和可信行动争取读者支持,顺利度过危机。当然,除了以上措施之外,日常经营活动中必须通过系统努力积累读者信任以备不时之需。
在总结以上内容的基础上,第六章归纳了本文的主要结论并展望了未来的研究方向。主要结论包括：(1)从读者信任角度分析出版品牌管理,这个新视角以双方互惠为着眼点,避免了单纯从经营者利益出发带来的读者声音“缺席"等弊端,同时以读者信任为主线开展图书营销活动,通过沟通深入了解读者心理和行为的作用机制,进而实现读者信任和出版品牌的有机耦合,这种思路赋予“为读者服务”等抽象理念以可操作性,因此具有一定的经济价值和社会价值。(2)读者信任的获取需要经历长期的过程和具备复杂的条件,出版企业必须持之以恒地关注读者需求及其演变,一以贯之地遵守承诺严格履行合约,借助人性的、诚信的市场表现换取读者信任,进而通过读者信任巩固出版品牌,让读者产生忠诚乃至崇拜,尊重和崇拜出版品牌及其缔造者。(3)出版品牌管理以读者信任为导向,要求出版企业务必在流程、组织和技术方面及时创新,唯有通过系统的营销努力,才能大幅度提高专业能力,再加上诚信友善的服务态度,才能有效获取和维系读者信任。(4)从读者角度看,信任关系的确立和巩固,能够让读者节省搜寻、选择和监督交易对象、鉴别图书质量等成本,长期合作能给读者带来安全感、亲切感、熟悉感等心理满足。所以,建构信任关系,通过品牌有效联结双方利益,是读者和出版企业清醒权衡多种利害关系后的理性选择。鉴于信任在品牌管理中的体系性地位,后续研究应该从读者态度、行为角度入手,进一步分析读者信任的形成和强化机理,同时需要来自中国图书市场的数据的支持。此外,对于国际化和数字化发展中存在的品牌信任等问题,需要结合具体情况深入剖析,这些都为该理论体系的丰富和延展提供了广阔的空间。
This paper paid close attention to the relationship between the readers'trust and the publishing brand, and tried to construct and demonstrate the coupling model of the readers'trust and the publishing brand, in order to solve the problems in the publishing practice, such as the poor performance of the publishing brand management and the lower quality of the services for readers. The particular perspective will open up a new path for the publishing science study, and especially can let us have a deep insight of the effect of the publishing brand. The trust theory tells us that the construction and enhancement of trust relationship plays a very important role in the economic development. Without trust, the people are unable to move in the modern society, in which the division of labor and cooperation are highly developed, so trust has become necessary for human survival and development. This view provides a new chance for the researchers to re-think the nature of publishing brand. We can draw the implication from the trust theory, that is, in addition to studying the publishing brand from the perspective of asset and symbol, we can also analyze the different effect of the readers'trust at different stages of the publishing brand life cycle, and discuss how to observe and guide the development of the readers' trust in order to improve the performance of the publishing brand management. The Chapterl reviewed the existing literature in the publishing brand management area, and analyzed the necessity and feasibility of the analysis model, that is, to discuss the nature of the publishing brand and the law of the publishing brand management. This section presented the study's main problem, that is, what is the real relationship between readers'trust and publishing brands?
In the Chapter 2, the author discussed the new characteristics of the publishing brand management environment. Environment is the external factors which cannot be avoided in the business activities, so starting from the environment analysis can make the study be systemic. This section mainly described the personalized, emotional, diverse, and discrete characteristic of the needs of readers, and analyzed the new challenges of the publishing company, such as the competition is increasing in the book market, the power of readers is raising, the book trading procedures is becoming more and more complex, and the book marketing activities are paying more attention to the details. In addition, the section also analyzed the progress of the information exchange technology, and the reduction of the brand switching cost, and so on. Based on the above analysis, the author pointed out that the publishing company have to give up the self-centered marketing philosophy, and should pay more attention to the role of the emotion, interaction, participation, communication and other psychological factors in the marketing process, especially should carry out the publishing brand management innovation, which start from the establishment and strengthening the trust relationship.
The Chapter3 mainly discussed which new philosophy the publishing company should adhere to, and the answer is to carry out the publishing brand management based on the readers'trust. First of all, the section analyzed the positive significance of the readers'trust in the book marketing, and pointed out the readers'trust can provide the "buffer time" for the brand owner, and enhance the competitiveness of the publishing company, and reduce the costs of brand extension and other costs in the book marketing, and prevent other media to grab the limited audience resources. Second, to obtain and maintain the readers'trust is the core of the publishing brand management. The objective of publishing brand management is the long-term development of bilateral relations, which belongs to the long-term investment of the publishers, the construction and enhancement of the publishing brand are inseparable from the readers'interaction and participation, and the successful publishing brand management is to obtain the readers'long-term trust and high degree loyalty. Based on the above analysis, the author believed that the publishing company should establish the readers'trust-oriented publishing brand management philosophy. The specific content of the philosophy include that the object of the publishing brand management is to get the readers'positive recognition and long-term support, to judge the publishing brand management is successful or not is closely related to the measurement of the level of readers'trust, and the publishing company must carry out the effective communication and emotional experience in order to get the readers' trust and reach the goal of maximizing the influence of publishing brands.
In Chapter4, the author mainly discussed the specific publishing brand management strategy from the perspective of the readers'trust. This section started from the analysis of the characteristics of the different stages of the publishing brand life cycle, then combined with the law of the publishing brand's growth, discussed the specific management strategy. Firstly, the dissertation divided the publishing brand life cycle into the cognitive period, the reputation period, the loyalty period and the transfer period, and discussed the different functions of the readers'trust in different phases. The study found that the readers'trust played an important role in the publishing brand recognition, the brand reputation formation, the improvement of brand loyalty degree, the brand transfer and renovation. The growth and maturity can not be separated from the readers'trust. Secondly, the author set up the coupling model between the readers'trust and the publishing brand. The objectives of the cultivation of the readers'trust and the publishing brand management are all to gain competitive advantage, the coupling of them can simultaneously start from the below two dimensions, that is, the evolution of the readers'trust and the growth of the publishing brand. Taken into account the driving functions of the readers'trust in the brand development, the publishing company should couple them through the observation and controlling of the readers'psychology and behavior. The updated brand management philosophy required the publishing owner to transform their pattern of thinking, and subversive the mindset, but focus on the long-term development of bilateral relations. The publishing company should be reader-interest-oriented, and plan and carry out the reader-interest-oriented marketing activities, through being trusted by the readers to obtain and maintain the increase of the brand influence, in order to gain comparative advantage for its sustainable growth.
Followed by the above logical thinking, the author made a thorough inquiry of the specific brand management strategy. In the publishing brand cognitive period, the publishing company must analyze the readers'core needs, and carry out the accurate brand positioning to obtain the readers'trust. In the publishing brand dissemination process, the publishing company must consider the individual characteristics, the psychological characteristics, the social characteristics, and the cultural characteristics of the readers fully, and design or adjust the brand communication program based on the above information. In the brand reputation period, the publishing company needed to examine the drift of the readers'core interest demands, and choose management strategy according to the readers'different attitude, and deepen the level of trust, and transfer the wait-and-see attitude, and skillfully deal with complaints. In the brand loyalty period, the shaping of brand personality and style is the focus of the brand management, the unique publishing brand is helpful for the readers to identify and remember, and can meet the other demands, such as the satisfaction of values, social roles, emotional dependence, and aesthetic sensibility, thus the manager should try to increase the readers'positive awareness and promote the deepening of the trust relationship. In addition, the manager cannot be satisfied with the performance in terms of profits and market share, but should continue to innovate, increase the switching costs, enhance the readers'sense of security, provide additional benefits, lower the readers'expectation, and stimulate the positive brand association, in order to deepen the readers'loyalty. In the publishing brand extension period, the publishing company may encounter many problems, such as the conflict of the old and new brand name, the dilution of the original brand image, the weakening of the readers' trust because of the bland extension, etc. In serious cases, it will lead a betrayal. The cause of readers'betrayal includes that the extension of the brand is away from the original brand's core values, the failure extension brings disaster to the overall brand, the new brand supersedes the original one, and so on. So the publishing company should take the space and direction of the brand extension into consideration when positioning, and try to establish the correlation between the old and new brands, and moreover, in the brand extension process the publishing company should communicate timely with the readers, in order to increase the probability of a successful brand extension.
The Charpter5 analyzed some common mistakes caused by deviating from the trust-oriented principle in the publishing practice, and put forward some suggestions for improvement. First, the conflicts between the brand publicity and its commitments are very common and so serious. For utilitarian purposes, some publishing companies carried out an empty rhetorical brand communications, which would lead the readers to lose their trust on the marketing publicity, and to trigger communication barriers and reduce the number of purchasing, at the same time, this would also affect the allocation of the publication resources, even destroy the growing publishing brand in the serious cases. The publishing brand can not be accomplished by the exaggerated publicity, so the publishing company should insist on the objective and moderate principle in the marketing communication, and start from its professional competence and credibility, then try to fulfill the promise by perfecting the details, in order to get the readers'trust and supports. Second, the blind publishing brand extension would lead to lose the readers'trust. In order to obtain short-term profits, some publishing companies entered the unfamiliar area, this would cause the being lacking innovation of the book contents and the decline in the book quality and the other ills, the unfortunate readers can only choose to "vote with the feet". The right strategy is as follows:make the correlation between the old and new book products dynamically match with the evolution of the reading needs, try to maintain a certain degree of relevance and similarity between the extended products and primary products, only doing like this can we be sure that the publishing company will gain more profits and at the time to get the readers'identity. Third, the merger of different publishing companies will bring the brand transfer. In this process, the different publishing companies should achieve a unified alliance of values, and the value chain management should innovate according to the environment changes, the success of all of these must rely on the readers'recognition and support. So the new publishing company needs to take into account the readers'cognitive situation, and resolves the internal conflicts of interest properly, and communicates with the readers'by a rational approach in order to let them accept the re-positioning, and then maintains and enhances the level of the readers'trust through rigorous commitments. Finally, the IT innovation would also affect the readers'trust. The inherent characteristics of the network decided that the frequency of the brand crisis would increase substantially. The study suggested that publishing company build a crisis early warning system in order to predict and control the brand crisis timely. The publishing company must follow the scientific crisis management procedure, but also should be flexible when disposing the specific issues. And try to gain the readers'support through the honest communications and credible action. Moreover, in the daily business activities, the publishing company should accumulate the trust "stock" by the systematic effort to prepare for contingencies.
The Charpter6 summarized the main conclusions and inferred the fields of the further study. The main conclusions were as follows:First, to analyze the publishing brand management from the perspective of the trust relationship, this can avoid the readers'voice being "absent" because of only considering the publishers'interests and the other defects, at the same time, the new perspective claimed to carry out book marketing around getting the readers'trust, and to understand the mechanism of the readers'psychology and behavior deeply through communication and interaction, so as to realize the coupling of the readers'trust and the publishing brand, this idea let the concept " serve for the readers" become operational, so it had a certain economic value and social value. Second, to gain the readers'trust needed a long-term process and complex condition, so the publishing company must focus the evolution of the reading demands continuously, and keep the promise consistently, in order to gain the readers'trust by the humanized and credible marketing activities, then enhanced the brand influence by the readers'trust, even try to make the readers generate loyalty as well as worship. Third, the reader-trust-oriented publishing companies must innovate in the publishing process, in the organization and in the technical aspects timely, so that can improve the professional competence significantly, coupled with the honest and friendly service attitude, the publishing company can effectively obtain and maintain the readers'trust. Finally, the establishment and consolidation of the trust relationship enabled the readers to save the costs of searching, selecting and supervising the trading partners and identification of product quality. The long-term cooperation can give the readers a sense of security, intimacy, familiarity and other emotional satisfaction. Therefore, to build trust relationship, and link the interests of both readers and publishing companies through the brand, was a rational choice of the buyers and sellers after weighing a variety of interests. As for the further study, the researcher should make the further analysis of the formation and enhancement mechanisms of the readers'trust, especially from the perspective of the readers' attitude and behavior. Some conclusions of this dissertation needs more data from the Chinese book market to support. In addition, the internationalization and digitalization of the publishing industry brought many new problems related to the readers'trust and publishing brand, which need to seek solutions according to specific situation. All of these provided a broad space to enrich and develop the theoretical system.
第二章,探讨出版品牌管理环境的新特征。市场环境是无可回避的外部因素,从环境考察入手可以将研究嵌入其所在系统,避免了“见树不见林”的弊端。这一章主要阐述读者需求的个性化、感性化、多元化和离散化等新特征,对图书市场竞争加剧、读者权力上升、交易程序复杂化、营销精细化等出版经营遇到的新挑战进行了系统分析,同时对信息交互技术进步、品牌转换成本降低等影响因素也进行了细致考察。在此基础上,指出出版企业必须放弃以自我为中心的经营哲学,而要注重感性、互动、参与、心理等因素在图书营销中的作用,尤其是要从双方信任关系的建构和强化入手,实现出版品牌管理创新。
基于读者信任的出版品牌管理首先应该树立相应的理念,这是第三章的核心内容。首先,笔者阐释了读者信任在图书营销中的积极意义,分析认为读者信任可以为经营者的技术、产品创新赢得多于竞争对手的“缓冲时间”,增强出版企业的整体竞争力,降低品牌延伸以及其他交易成本,阻止其他媒体抢夺有限受众资源。其次,论证获取和维系读者信任是出版品牌管理的核心。出版品牌管理以交易双方关系的长期发展为宗旨,属于长期投资的范畴,出版品牌的塑造和强化离不开读者的互动参与,出版品牌管理最终是为了获取读者的长期信任与高度忠诚。基于以上分析,笔者指出出版企业应该树立以读者信任为导向的出版品牌管理理念。具体包括：出版品牌管理的终极目标是获得读者的正面认同和长期支持；出版品牌管理成功的判断标准必须依靠读者信任状况的测度；出版企业必须通过有效沟通和感性体验获得读者信任,进而才能达成出版品牌影响力和竞争力最大化的目标。
第四章,顺次讨论读者信任视角下出版品牌管理的具体策略。从出版品牌生命周期不同阶段特征的分析入手,结合出版品牌生长发育的生命规律探讨出版品牌管理的策略。首先,将出版品牌生命周期划分为认知期、美誉期、忠诚期和转移期四个阶段,分别讨论了读者信任在出版品牌生命周期不同阶段的功能。研究发现,读者信任在出版品牌认知、美誉形成、忠诚培养和转移更新等阶段都发挥着重要作用,出版品牌的成长成熟离不开读者信任。其次,分析读者信任和出版品牌的耦合机制,认为读者信任的培养和出版品牌管理的目标都是为了获得竞争优势,耦合可以从读者信任演进和出版品牌成长两个维度切入,考虑到读者信任对出版品牌的驱动作用,出版企业应该通过读者心理、行为的观测和控制实现两者的耦合。新的品牌管理理念要求经营者转换理念,颠覆思维定势,从双方关系的深远发展出发,大度地为读者着想,以读者为本规划、开展营销活动,通过读者信任的获取和维持增加品牌影响力,进而获取可持续增长的比较优势。
沿着上述逻辑,详尽探讨了不同阶段的出版品牌管理策略。在出版品牌认知阶段,出版企业应该细致分析读者的核心诉求,以获取读者信任为导向实现准确的品牌定位；在出版品牌传播阶段,充分考虑读者个体特征、心理特征、社会特征、文化特征等,并以此为导向设计或调整品牌传播方案：在出版品牌美誉阶段,务必考察读者核心利益诉求的漂移情况,根据读者态度的差别选择品牌维护策略,促进信任程度的深化、观望态度的转移和抱怨投诉的巧妙处理；在出版品牌忠诚期,品牌个性和风格的塑造是管理工作的重心,性格突出的出版品牌有助于识别记忆,能满足读者价值观、社会角色和感情依赖、艺术审美等感性诉求,增加读者的正面认知,促进信任关系的深化。此外,在出版品牌忠诚期,经营者不能满足于利润和份额方面的业绩,而要通过持续创新,提高品牌转换成本、增强读者安全感、提供额外利益、降低读者预期、激发品牌联想,不断深化读者忠诚；在出版品牌延伸期,出版企业可能遇到诸如新旧品牌名称不相容、原品牌形象稀释、盲目延伸削弱读者信任等问题,严重时会导致读者背叛。读者背叛的原因主要有：延伸品牌远离原品牌核心价值、延伸产品失败殃及整体品牌、新品牌喧宾夺主等,因此,出版企业需要在定位之初就通盘考虑品牌延伸的空间和方向,同时要注意新旧品牌之间相关性的建立和传播,在延伸过程中还要及时沟通,设法让读者“在场”,以提升品牌延伸成功的概率。
第五章,分析图书营销实践中偏离读者信任导向的几种常见误区并给出对治策略。(1)出版品牌宣传与品牌承诺兑现之间的差距破坏信任关系。出于功利目的,部分出版企业进行虚饰浮夸的形象宣传,这将导致读者对营销传播失去信任,引发沟通障碍,降低读者的购买次数和购买数量,同时还会影响出版资源配置,毁掉成长中的出版品牌。出版品牌不是炒作概念、夸张宣传等短期做法可以成就的,出版企业应该从专业能力和可信度入手,坚持客观、适度、负责的原则,进行出版品牌宣传,同时要通过细节完善来兑现承诺,获得读者的信任和支持。(2)经营者盲目进行品牌延伸丧失读者信任。为了逐利,部分出版企业随意进入自己不熟悉、不擅长的领域,这会造成内容创新不足、图书品质下降等弊病,无奈的读者只能选择“用脚投票”。根据以上诊断结果,对治策略主要有：实现新旧产品关联度与阅读需求演进的动态契合,如非必要则延伸产品和原产品务必保持一定的相关性和相似性,这样,才能在保证读者认同的前提下,兼顾出版企业的获利需求。(3)联盟品牌的信任维持问题。出版品牌并购中会发生品牌转移,此时,品牌联盟后要发挥协同效应,实现联盟企业之间价值观的统一,以及价值链的重组都必须依赖读者信任。并购后的出版品牌要获得读者认同和支持,必须考虑读者认知情况,在协调集团内部利益矛盾的基础上,重新定位并以合理方式传播给读者,进而通过严格履行承诺保持和提升读者信任的层次。(4)网络技术革新条件下的读者信任危机问题。网络与生俱来的特性决定了爆发品牌危机的频率将大大增加。研究建议出版企业应建立危机预警系统,及时预测和控制可能的品牌危机；遵循科学的危机管理程序,同时因事制宜,灵活处置；通过坦率直言和可信行动争取读者支持,顺利度过危机。当然,除了以上措施之外,日常经营活动中必须通过系统努力积累读者信任以备不时之需。
在总结以上内容的基础上,第六章归纳了本文的主要结论并展望了未来的研究方向。主要结论包括：(1)从读者信任角度分析出版品牌管理,这个新视角以双方互惠为着眼点,避免了单纯从经营者利益出发带来的读者声音“缺席"等弊端,同时以读者信任为主线开展图书营销活动,通过沟通深入了解读者心理和行为的作用机制,进而实现读者信任和出版品牌的有机耦合,这种思路赋予“为读者服务”等抽象理念以可操作性,因此具有一定的经济价值和社会价值。(2)读者信任的获取需要经历长期的过程和具备复杂的条件,出版企业必须持之以恒地关注读者需求及其演变,一以贯之地遵守承诺严格履行合约,借助人性的、诚信的市场表现换取读者信任,进而通过读者信任巩固出版品牌,让读者产生忠诚乃至崇拜,尊重和崇拜出版品牌及其缔造者。(3)出版品牌管理以读者信任为导向,要求出版企业务必在流程、组织和技术方面及时创新,唯有通过系统的营销努力,才能大幅度提高专业能力,再加上诚信友善的服务态度,才能有效获取和维系读者信任。(4)从读者角度看,信任关系的确立和巩固,能够让读者节省搜寻、选择和监督交易对象、鉴别图书质量等成本,长期合作能给读者带来安全感、亲切感、熟悉感等心理满足。所以,建构信任关系,通过品牌有效联结双方利益,是读者和出版企业清醒权衡多种利害关系后的理性选择。鉴于信任在品牌管理中的体系性地位,后续研究应该从读者态度、行为角度入手,进一步分析读者信任的形成和强化机理,同时需要来自中国图书市场的数据的支持。此外,对于国际化和数字化发展中存在的品牌信任等问题,需要结合具体情况深入剖析,这些都为该理论体系的丰富和延展提供了广阔的空间。
This paper paid close attention to the relationship between the readers'trust and the publishing brand, and tried to construct and demonstrate the coupling model of the readers'trust and the publishing brand, in order to solve the problems in the publishing practice, such as the poor performance of the publishing brand management and the lower quality of the services for readers. The particular perspective will open up a new path for the publishing science study, and especially can let us have a deep insight of the effect of the publishing brand. The trust theory tells us that the construction and enhancement of trust relationship plays a very important role in the economic development. Without trust, the people are unable to move in the modern society, in which the division of labor and cooperation are highly developed, so trust has become necessary for human survival and development. This view provides a new chance for the researchers to re-think the nature of publishing brand. We can draw the implication from the trust theory, that is, in addition to studying the publishing brand from the perspective of asset and symbol, we can also analyze the different effect of the readers'trust at different stages of the publishing brand life cycle, and discuss how to observe and guide the development of the readers' trust in order to improve the performance of the publishing brand management. The Chapterl reviewed the existing literature in the publishing brand management area, and analyzed the necessity and feasibility of the analysis model, that is, to discuss the nature of the publishing brand and the law of the publishing brand management. This section presented the study's main problem, that is, what is the real relationship between readers'trust and publishing brands?
In the Chapter 2, the author discussed the new characteristics of the publishing brand management environment. Environment is the external factors which cannot be avoided in the business activities, so starting from the environment analysis can make the study be systemic. This section mainly described the personalized, emotional, diverse, and discrete characteristic of the needs of readers, and analyzed the new challenges of the publishing company, such as the competition is increasing in the book market, the power of readers is raising, the book trading procedures is becoming more and more complex, and the book marketing activities are paying more attention to the details. In addition, the section also analyzed the progress of the information exchange technology, and the reduction of the brand switching cost, and so on. Based on the above analysis, the author pointed out that the publishing company have to give up the self-centered marketing philosophy, and should pay more attention to the role of the emotion, interaction, participation, communication and other psychological factors in the marketing process, especially should carry out the publishing brand management innovation, which start from the establishment and strengthening the trust relationship.
The Chapter3 mainly discussed which new philosophy the publishing company should adhere to, and the answer is to carry out the publishing brand management based on the readers'trust. First of all, the section analyzed the positive significance of the readers'trust in the book marketing, and pointed out the readers'trust can provide the "buffer time" for the brand owner, and enhance the competitiveness of the publishing company, and reduce the costs of brand extension and other costs in the book marketing, and prevent other media to grab the limited audience resources. Second, to obtain and maintain the readers'trust is the core of the publishing brand management. The objective of publishing brand management is the long-term development of bilateral relations, which belongs to the long-term investment of the publishers, the construction and enhancement of the publishing brand are inseparable from the readers'interaction and participation, and the successful publishing brand management is to obtain the readers'long-term trust and high degree loyalty. Based on the above analysis, the author believed that the publishing company should establish the readers'trust-oriented publishing brand management philosophy. The specific content of the philosophy include that the object of the publishing brand management is to get the readers'positive recognition and long-term support, to judge the publishing brand management is successful or not is closely related to the measurement of the level of readers'trust, and the publishing company must carry out the effective communication and emotional experience in order to get the readers' trust and reach the goal of maximizing the influence of publishing brands.
In Chapter4, the author mainly discussed the specific publishing brand management strategy from the perspective of the readers'trust. This section started from the analysis of the characteristics of the different stages of the publishing brand life cycle, then combined with the law of the publishing brand's growth, discussed the specific management strategy. Firstly, the dissertation divided the publishing brand life cycle into the cognitive period, the reputation period, the loyalty period and the transfer period, and discussed the different functions of the readers'trust in different phases. The study found that the readers'trust played an important role in the publishing brand recognition, the brand reputation formation, the improvement of brand loyalty degree, the brand transfer and renovation. The growth and maturity can not be separated from the readers'trust. Secondly, the author set up the coupling model between the readers'trust and the publishing brand. The objectives of the cultivation of the readers'trust and the publishing brand management are all to gain competitive advantage, the coupling of them can simultaneously start from the below two dimensions, that is, the evolution of the readers'trust and the growth of the publishing brand. Taken into account the driving functions of the readers'trust in the brand development, the publishing company should couple them through the observation and controlling of the readers'psychology and behavior. The updated brand management philosophy required the publishing owner to transform their pattern of thinking, and subversive the mindset, but focus on the long-term development of bilateral relations. The publishing company should be reader-interest-oriented, and plan and carry out the reader-interest-oriented marketing activities, through being trusted by the readers to obtain and maintain the increase of the brand influence, in order to gain comparative advantage for its sustainable growth.
Followed by the above logical thinking, the author made a thorough inquiry of the specific brand management strategy. In the publishing brand cognitive period, the publishing company must analyze the readers'core needs, and carry out the accurate brand positioning to obtain the readers'trust. In the publishing brand dissemination process, the publishing company must consider the individual characteristics, the psychological characteristics, the social characteristics, and the cultural characteristics of the readers fully, and design or adjust the brand communication program based on the above information. In the brand reputation period, the publishing company needed to examine the drift of the readers'core interest demands, and choose management strategy according to the readers'different attitude, and deepen the level of trust, and transfer the wait-and-see attitude, and skillfully deal with complaints. In the brand loyalty period, the shaping of brand personality and style is the focus of the brand management, the unique publishing brand is helpful for the readers to identify and remember, and can meet the other demands, such as the satisfaction of values, social roles, emotional dependence, and aesthetic sensibility, thus the manager should try to increase the readers'positive awareness and promote the deepening of the trust relationship. In addition, the manager cannot be satisfied with the performance in terms of profits and market share, but should continue to innovate, increase the switching costs, enhance the readers'sense of security, provide additional benefits, lower the readers'expectation, and stimulate the positive brand association, in order to deepen the readers'loyalty. In the publishing brand extension period, the publishing company may encounter many problems, such as the conflict of the old and new brand name, the dilution of the original brand image, the weakening of the readers' trust because of the bland extension, etc. In serious cases, it will lead a betrayal. The cause of readers'betrayal includes that the extension of the brand is away from the original brand's core values, the failure extension brings disaster to the overall brand, the new brand supersedes the original one, and so on. So the publishing company should take the space and direction of the brand extension into consideration when positioning, and try to establish the correlation between the old and new brands, and moreover, in the brand extension process the publishing company should communicate timely with the readers, in order to increase the probability of a successful brand extension.
The Charpter5 analyzed some common mistakes caused by deviating from the trust-oriented principle in the publishing practice, and put forward some suggestions for improvement. First, the conflicts between the brand publicity and its commitments are very common and so serious. For utilitarian purposes, some publishing companies carried out an empty rhetorical brand communications, which would lead the readers to lose their trust on the marketing publicity, and to trigger communication barriers and reduce the number of purchasing, at the same time, this would also affect the allocation of the publication resources, even destroy the growing publishing brand in the serious cases. The publishing brand can not be accomplished by the exaggerated publicity, so the publishing company should insist on the objective and moderate principle in the marketing communication, and start from its professional competence and credibility, then try to fulfill the promise by perfecting the details, in order to get the readers'trust and supports. Second, the blind publishing brand extension would lead to lose the readers'trust. In order to obtain short-term profits, some publishing companies entered the unfamiliar area, this would cause the being lacking innovation of the book contents and the decline in the book quality and the other ills, the unfortunate readers can only choose to "vote with the feet". The right strategy is as follows:make the correlation between the old and new book products dynamically match with the evolution of the reading needs, try to maintain a certain degree of relevance and similarity between the extended products and primary products, only doing like this can we be sure that the publishing company will gain more profits and at the time to get the readers'identity. Third, the merger of different publishing companies will bring the brand transfer. In this process, the different publishing companies should achieve a unified alliance of values, and the value chain management should innovate according to the environment changes, the success of all of these must rely on the readers'recognition and support. So the new publishing company needs to take into account the readers'cognitive situation, and resolves the internal conflicts of interest properly, and communicates with the readers'by a rational approach in order to let them accept the re-positioning, and then maintains and enhances the level of the readers'trust through rigorous commitments. Finally, the IT innovation would also affect the readers'trust. The inherent characteristics of the network decided that the frequency of the brand crisis would increase substantially. The study suggested that publishing company build a crisis early warning system in order to predict and control the brand crisis timely. The publishing company must follow the scientific crisis management procedure, but also should be flexible when disposing the specific issues. And try to gain the readers'support through the honest communications and credible action. Moreover, in the daily business activities, the publishing company should accumulate the trust "stock" by the systematic effort to prepare for contingencies.
The Charpter6 summarized the main conclusions and inferred the fields of the further study. The main conclusions were as follows:First, to analyze the publishing brand management from the perspective of the trust relationship, this can avoid the readers'voice being "absent" because of only considering the publishers'interests and the other defects, at the same time, the new perspective claimed to carry out book marketing around getting the readers'trust, and to understand the mechanism of the readers'psychology and behavior deeply through communication and interaction, so as to realize the coupling of the readers'trust and the publishing brand, this idea let the concept " serve for the readers" become operational, so it had a certain economic value and social value. Second, to gain the readers'trust needed a long-term process and complex condition, so the publishing company must focus the evolution of the reading demands continuously, and keep the promise consistently, in order to gain the readers'trust by the humanized and credible marketing activities, then enhanced the brand influence by the readers'trust, even try to make the readers generate loyalty as well as worship. Third, the reader-trust-oriented publishing companies must innovate in the publishing process, in the organization and in the technical aspects timely, so that can improve the professional competence significantly, coupled with the honest and friendly service attitude, the publishing company can effectively obtain and maintain the readers'trust. Finally, the establishment and consolidation of the trust relationship enabled the readers to save the costs of searching, selecting and supervising the trading partners and identification of product quality. The long-term cooperation can give the readers a sense of security, intimacy, familiarity and other emotional satisfaction. Therefore, to build trust relationship, and link the interests of both readers and publishing companies through the brand, was a rational choice of the buyers and sellers after weighing a variety of interests. As for the further study, the researcher should make the further analysis of the formation and enhancement mechanisms of the readers'trust, especially from the perspective of the readers' attitude and behavior. Some conclusions of this dissertation needs more data from the Chinese book market to support. In addition, the internationalization and digitalization of the publishing industry brought many new problems related to the readers'trust and publishing brand, which need to seek solutions according to specific situation. All of these provided a broad space to enrich and develop the theoretical system.
引文
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