Information about the thesis "Identifying the image of the People's Army Publishing House in the hearts of readers (Research in Hanoi)" by graduate student Le Thi Nga Phuong, majoring in Sociology.1. Student's Full Name: Le Thi Nga Phuong 2. Gender: Female 3. Date of Birth: March 23, 1984 4. Place of Birth: Hanoi 5. Decision No. 1355/2008/QD-XHNV-KH&SDH dated October 24, 2008, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi. 6. Changes during the training process: None 7. Thesis Title: Identifying the Image of the People's Army Publishing House in the Hearts of Readers (Research in Hanoi) 8. Specialization: Sociology; Code: 60 31 30 9. Scientific supervisor: Dr. Trinh Van Tung, Deputy Head of the Department of Sociology - Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi. 10. Summary of thesis results: The thesis analyzed and identified the brand image of the People's Army Publishing House in the hearts of readers nationwide through readers' evaluation criteria regarding the popularity of the brand name, content quality, form quality, price of the book publications, and in comparison with other publishing houses nationwide. The thesis analyzed through two groups of readers: soldiers and non-military readers. The image of the People's Army Publishing House in the hearts of soldiers. Regarding characteristic book genres and strengths: Readers who are soldiers of different ages all love books in these genres. They highly appreciate the quality of content as well as the form of the books published by the People's Army Publishing House. Regarding widely distributed book genres: These are new book genres, so many military readers are still unaware that the People's Army Publishing House publishes publications in this category. For soldiers who have read widely distributed books, they have not highly rated the quality of content and format. Widely distributed books are not yet engaging or attractive to readers. The image of the People's Army Publishing House in the minds of readers outside the military is also a concern. Regarding distinctive and strong book genres: Readers outside the military are less aware of these genres. This is due to weak distribution efforts. These are excellent, distinctive books of the People's Army Publishing House, but readers cannot access them. For those readers who do access them, they consider this a book segment that builds the publishing house's brand. Regarding widely distributed book genres: These are new book genres that the People's Army Publishing House has only invested in developing over the past 10 years to bring to the market. However, due to its recent establishment, limited experience, and the need to compete with other publishers, these book genres are not yet as appealing or attractive to readers. Readers have not highly rated the quality of content and format of the books published by the People's Army Publishing House. Consequently, according to readers' assessments, the People's Army Publishing House is not among the top 3 publishers that consistently produce high-quality books. Regarding the seriousness of the publications: The books published by the People's Army Publishing House are highly rated for their seriousness in content, although their appeal and attractiveness to readers are still low. Based on the above research results, the author has made several suggestions for the People's Army Publishing House to build itself into a reputable and attractive publishing house. Simultaneously, it is proposed to vigorously promote the marketing and advertising activities of the People's Army Publishing House's brand image. 11. Practical applications: Through the research results, the thesis will help the Board of Directors of the People's Army Publishing House gain a more accurate and comprehensive understanding of the current position of the People's Army Publishing House in the hearts of readers, thereby setting goals and strategies for the future development of the People's Army Publishing House. 12. Further research directions: - The role of marketing activities in publishing. - The current state of publishing in a market economy. 13. Published works related to the thesis: None
INFORMATION ON MASTER'S THESIS
1. Full name: Le Thi Nga Phuong 2. Sex: Female 3. Date of birth: March 23, 1984 4. Place of birth: Hanoi 5. Admission decision number: 1355/2008/ QD-XHNV-KH&SĐH dated October 24, 2008 by the Headmaster of University of social Sciences and Humanities, VNU Hanoi 6. Changes in academic process: None 7. Official thesis title: Identifying the Military Publishing House's position in reader's heart (research done in Hanoi). 8. Major: Sociology Code: 60 31 30 10. Supervisor: Dr Trinh Van Tung, Vice Dean of Sociology - University of social Sciences and Humanities, VNU Hanoi 11. Summary of the findings of the thesis: The thesis analyzed and identified the Military Publishing House's position in reader's heart over the nation in terms of reader's evaluation on it's branding popularity, form and content and price of published books and in comparison with other publishing houses. The thesis took soldiers and non-soldiers as major subjects during the research. • Position of the Military Publishing House in military readers' heart: Regarding military-books: Major readers who are soldiers at different ages all like special genres relating to various aspects of wars, soldiers and their lives both mentally and spiritually, etc. These kinds of books by the Military Publishing House are highly evaluated by the soldiers. Regarding non-military books: These are new issues by the Military Publishing House which have not been widely known by the soldiers. On the other side, these kinds of books are not highly evaluated by military readers due to limited types and quality. • Position of the Military Publishing House in non-military readers' heart: Regarding military-books: Despite its specialty and attraction, these kinds of books are rarely known by non-military readers due to the limited issuance. Whoever reads these books all likes and highly appreciates the prestige of the Military Publishing House. Regarding non-military-books: these are not really attracted to popular readers due to limited form and content in comparison with other publishing houses' books. Thus, the Military Publishing House is not in the top 3 publishing houses who regularly have best-seller books. Regarding the seriousness of the books: The content of the books published by the Military Publishing House are always highly appreciated by its rightousness, despite its limited attraction. Based on the finding of the research, the author proposes some recommendations for the Military Publishing House to be a prestigous and famous publishing house. At the same time, the author proposes that the Military Publishing House should promote its branding and marketing activities. 11. The applicability: With its results, the research provides the Directory Board of the Military Publishing House with a right overview about the position of the house in readers' heart, so the Directory Board can set the objectives and development strategy for the Military Publishing House in the future. 12. Recommendations for future research: - The role of marketing activities in publishing - The reality of the publishing in market mechanism. 14. Thesis-related publications: None
