Research On The Formation Of Sub-brand Community Of University Publishing House In China

With the development and popularization of mobile Internet technology,the connection between people,people and information,and people and commodities has become increasingly close.The way of commodity transaction and services has undergone tremendous changes,and the cultural interaction between readers and publishing brands has become deeper.As a new economic form,the community economy came into being under the drive of the mobile Internet.With the popularization of mobile payment,the community economy has exploded with huge potential.The development of the community economy is a challenge to the publishing industry,but it is more a rare opportunity for the creation of sub-brand communities.Relying on the unique teacher resources,academic resources,and geographic resources of universities,university presses should have easily gained a place in the publishing industry.However,this is not the case.If university publishing houses want to create distinctive sub-brands,they cannot rely solely on the traditional publishing model.They must learn to build sub-brands in their areas of expertise,shape sub-brand communities,and take a publishing path with their own characteristics.Therefore,university publishing houses should look to the future,keep up with the pace of the times,cultivate brand awareness,and cultivate sub-brand communities on the basis of the original parent brand.The paper is based on Brand and Communication theories,and the theories of community economy and brand community.In the context of community economy,the paper focuses on the shaping of the sub-brand community of Chinese university presses,especially focuses on Guangxi Normal University Press.Literature analysis is used to define related concepts such as community economy and brand community.Case study method is used to analyze the shaping of the sub-brand community of Guangxi Normal University Press,and draw the path of Chinese university presses to shape the sub-brand community.The paper mainly discusses the following issues.Firstly,the paper briefly explains the necessity of establishing a publishing sub-brand in the context of the community economy.The "benefits" that a publishing sub-brand can bring to the university press include enhancing the connotation of the parent brand,increasing economic benefits,and shortening interpersonal relationships.Secondly,it analyzes the representative Guangxi Normal University Press,which is a representative of the sub-brand community of the domestic university press,and discusses the construction,operation and realization of the subbrand community of Guangxi Normal University Press.The construction includes topic selection planning,editing and proofreading,binding design;operations include the use of word-of-mouth and content;methods of monetization include books,derivatives,and activities.Through the analysis of the sub-brand communities of Guangxi Normal University Press,experience is drawn,the path for the university presses to shape the sub-brand community is given.University presses should find precise market position to shape the sub-brand community,and construction of a new model of group development is also a good way.Hope to provide some experience for other university publishing houses to shape sub-brand communities.