The Research On Theory And Practice Of Chinese Publishing Brand

With the rapid development of Chinese publishing industry and the entrance of foreign media group, the competition of publishing career is becoming more and more intensely. It changes from seller's market to buyer's market, competes from the manufacture to brand. Many publishing companies are building their brand strategy, making their publishing brand.This paper researches the situation of publishing industry, defines the publishing brand, I think the publishing brand includes personal brand,manufacture brand,enterprise brand. Based on the definition I explained the significance of publishing brand.This paper uses brand theory and communication theory to explain the development of publishing brand. They include CIS theory,Positioning theory,System theory,Cybernetics theory and other theories.This paper researches many publishing brand as good example ,and pay attention to foreign publishing brand , I noticed since we entered WTO in 2001 ,the foreign publishing brand is developing faster in China market ,we should treate them seriously.At last , we discussed how to build Chinese publishing brand in the 21 century. And I predict the Chinese publishing brand may develops to Media brand in the future .