The Brief Treatise On The Strategic Brand Management Of Imported Books

Imported books are provided with so many attributes such as sciential, alien and prescient, they become more and more important to the publishing industry in China, and have changed the pattern of the country's book market to a certain extent. Facing the increasingly competition in order to scrambling for the market of the imported books, the value of the book brand is becoming more and more prominent. How to improve the publishing companies' competitive power in imported book market through building up the brand of the imported books, is one of the great problems in self-development of the Chinese publishing companies at present.The thesis firstly analyzes the situation of publishing industry in China, modern theories of publishing communication and principles of marketing, management are effectively applied to analyzing the existent crises such as serious consubstantial competition, lopsided framework of books' categories, the repellency of region caused by different cultures, readers' cold shoulder caused by tinpot, lopsided cost and return etc., because of the absence of brand among the imported books. AS far as the author is concerned, the origin of the brand absence is the vacancy of the brand management, basing on the principles of brand management, how to rebuild the system of brand design, extending and maintenance, and how to build a sustaining system that can adapt itself to the brand management system have become the basic framework of the study.There are six chapters in this article. The aim and significance, summarizing of the literature, methods and process, innovated viewpoints are discussed in the exordium. In chapter two, the frameworks of analyzing the problems of imported books and how to settle the problems are builded up, the emphasis is the academic frame of strategic brand management. The third chapter analyzes the imported books' existent value and the crises caused by the absence of brand. The fourth chapter opens out that the origin of the brand absence is the vacancy of the brand management. In the fifth chapter, a frame of strategic brand management is builded up in order to solve the problems, and examples are used to analyze the unconventional factors of successful actions to the imported books. The sixth chapter uses the principle of management to analyze the sustaining system that can adapt itself to the brand management system and the praxis of the publishing companies.