企业书籍出版与企业品牌软传播  

Publication of Enterprise Books and Soft Communication of Enterprise Brands

作　　者：詹君恒[1] 

机构地区：[1]华侨大学经济与金融学院,福建泉州362021

出　　处：《商业经济》2012年第1期31-33,共3页Business & Economy

摘　　要：近年来,在"个人出书"的范畴内,企业和企业家传记等企业书籍异军突起,成为财经类书籍的一个非常重要的组成部分。企业书籍在企业品牌传播方面的影响力也越来越为企业所重视。常见的企业类书籍主要包括企业或企业家传记类、企业运营管理模式类、企业品牌故事类和企业培训教材或案例总结类四大类。企业书籍在企业品牌传播中有着与其他传统营销手段所不同的优势,但与此同时,目前国内的一些企业类书籍也存在着一定的问题,这些问题如果没有得到足够的重视和解决,将不仅起不到增加企业品牌美誉度和权威性的作用,反而会对企业的品牌和形象造成不利的影响。In recent years, in the field of individual publication, the enterprise books from enterprises and entrepreneur biographies rise up like bamboo shoots, become an important part of financial books. The influence on brand publicity is valued by the enterprises. The common types on enterprise books are biographies on enterprises or entrepreneurs, enterprise management pattern, anecdotes on enterprise brand, and training textbooks or case summaries. The enterprise books have special advantages in brand publicity compared with traditional marketing means, however, some disadvantages need solving completely, otherwise, the enterprise books can not play the role of enhancing reputation and authority of the enterprise brand, even have unfavorable effect.

关 键 词：企业书籍 品牌 软传播 

分 类 号：F713.3[经济管理—产业经济]