The Research On Communication Of Publication Brand

The publication brand manifests the core competitive ability of publishing enterprises. Nowadays, the awareness of brand has been established. However, how to establish a comprehensive strategy of brand communication ,how to enhance the promotion and effect of publication brand and establish a set of practical systems is a question need to be studied .The communication is the core in the whole system of publication brand.First, Communication is a prerequisite for publication brand. The best way to establishing the image and achieving the value of publication brand is through a series of brand communication strategy .They can deeply root publication brand's value in the hearts of readers and highlight the value and brand characters. Second, Communication will help enhance the competitiveness of the publication brand, it can help publication brand win the actual economic benefits, and occupy a solid market share, and also help the publication brand to establish and to promote the social and cultural prosperity. Finally, Communication plays the crucial role in maintenance, deepness and renews about publication brand and through a series of forms of communication and. strategies to help build and consolidate publication brand. This is a tremendous impetus.This paper will be published in Communication of publishing brand from the theoretical and empirical aspects.First, after generalized analyze the brand, the publication brand researches and the application present situation, proposing the key point and questions which need be solved.Second, from the brand, the publication brand, the communication of publication brand, the public relations, the marketing and some related theory obtained, I refine the three parts of publication brand (namely The brand publication enterprise, the brand publisher and the brand publication), and analyze their relationships. Moreover, I elaborate the factor (namely disseminator, messages, acceptor, medium, feedback) and the characteristic (namely communication, multiplicity, uniqueness, coordination) of publication brand. Third, by analyzing the psychological mechanism of readers, I propose the communication forms of publication brand: internal mode communication, external mode communication and indirect mode communication.Fourth, I propose the communication strategy of publication brand: difference localization communication, the media interaction communication, celebrity communication, the opinion leader communication, creates public opinion and publication dissemination strategy.Fifth, initially propose the effect appraisal system of publication brand and methods, namely market share, circulation, advertising effectiveness and mediacoverage.