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拓展品牌价值激发读者忠诚度企业的竞争说到底就是品牌的竞争,同样,杂志的竞争也是品牌的竞争。在建立了《中国国家地理》这个品牌之后,如何拓展品牌的知名度和美誉度,并不断激发读者的忠诚度,是关系到杂志未来发展的重要因素。《中国国家地理》通过一系列的活动来进行品牌拓展和品牌延伸:成立“中国国家地理基金”、开展野外旅游探险活动、组织青少年科学考察夏令营、在全国各个大城市组织读者见面会等。2003年4月,“中国国家地理基金”正式启动,该基金以境内外企业及个人捐赠为来源,主要用于
Expansion of brand value to stimulate customer loyalty Business competition in the final analysis is the brand competition, the same magazine competition is the brand competition. After the establishment of “China National Geographic” brand, how to expand brand awareness and reputation, and continue to inspire readers’ loyalty, is an important factor that affects the future development of the magazine. “China National Geographic” carries out brand expansion and brand extension through a series of activities: the establishment of “China National Geographic Fund”, the exploration of wild tourism activities, the organization of scientific summer camps for young people, the organization of reader meetings in major cities across the country, etc. . In April 2003, “China National Geographic Fund” was officially launched. The fund is sourced by domestic and foreign enterprises and individuals for donation and is mainly used for