Thesis information "Identifying the image of the People's Army Publishing House in the hearts of readers (Research in Hanoi city)" by HVCH Le Thi Nga Phuong, majoring in Sociology.1. Full name of student: Le Thi Nga Phuong 2. Gender: Female 3. Date of birth: March 23, 1984 4. Place of birth: Hanoi 5. Decision to recognize student No: 1355/2008/QD-XHNV-KH&SĐH dated October 24, 2008 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi. 6. Changes in the training process: None 7. Thesis topic: Identifying the image of the People's Army Publishing House in the hearts of readers (Research in Hanoi city) 8. Major: Sociology; Code: 60 31 30 9. Scientific supervisor: Dr. Trinh Van Tung, Deputy Head of the Department of Sociology - University of Social Sciences and Humanities, Vietnam National University, Hanoi 10. Summary of the results of the thesis: The thesis has analyzed and identified the brand image of the People's Army Publishing House in the hearts of readers nationwide through the criteria of readers' evaluation of the popularity of the brand name, content quality, form quality, price of book publications and in comparison with publishers nationwide. The thesis analyzes through two groups of readers: soldiers and readers outside the army. Image of the People's Army Publishing House in the hearts of soldiers Regarding typical book genres and strengths: Readers who are soldiers of different ages all love books of these genres. They highly appreciate the quality of content as well as the form of book publications of the People's Army Publishing House. Regarding the genres of widely distributed books: These are new genres of books, so many readers who are soldiers do not know that the People's Army Publishing House publishes publications of this genre of books. For soldiers who have read widely distributed genres of books, they do not highly appreciate the quality of content and form. Widely distributed genres of books are not attractive to readers. The image of the People's Army Publishing House in the hearts of readers outside the army Regarding the typical genres of books and strengths: Readers outside the army rarely know about these genres of books. This is due to the weak distribution work. These are good books, typical of the People's Army Publishing House, but readers cannot access them. For readers who can access them, they consider this a book segment that brings a brand to the Publishing House. Regarding the genres of widely distributed books: These are new genres of books that the People's Army Publishing House has only invested in developing in the past 10 years to bring to the market. However, due to being new, lacking experience, and having to compete with other publishers, these types of books are not yet attractive to readers. Readers do not highly appreciate the quality of content and form of publications of the People's Army Publishing House. Therefore, according to readers' assessment, the People's Army Publishing House is not in the Top 3 publishers that often have good books. Regarding the seriousness of book publications: Books of the People's Army Publishing House are highly appreciated for the seriousness of the content of the publications. Although the attractiveness and appeal to readers is still low. From the above research results, the author has made a number of recommendations for the People's Army Publishing House to build the unit into a reputable, branded publisher that attracts readers. At the same time, it is proposed to promote marketing activities to promote the brand image of the People's Army Publishing House strongly. 11. Practical applicability: Through the research results, the topic will help the Board of Directors of the People's Army Publishing House have a more accurate and comprehensive view of the current position of the People's Army Publishing House in the hearts of readers, thereby setting out goals and strategies for the development of the People's Army Publishing House in the future. 12. Further research directions: - The role of marketing activities in publishing. - The current situation of publishing in the market mechanism. 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
