Research On "Famous Press, Famous Book And Famous Editor" Strategy Of China's Publishing Industry Based On Theory Of Intangible Assets

Along with the deepening reform of China's Publishing Industry, intangible assets, as an important economic resource, will play more and more important role in the market competition. And the effective intangible assets management will be conducive to construct and enhance the core competence. Furthermore, under the new situation, the concrete manifestation of core competence in China's Publishing Industry is famous press, famous book and famous editor, and the three aspects contain rich intangible assets factors. So, using the Theory of Intangible Assets to guide the practice of China's Publishing Industry Three-Famous-Brand Strategy will help to enhance the core competence and maximize the role of intangible assets, moreover promote the healthy development of China's Publishing Industry.The thesis is divided into four chapters.Chapter I provides a brief overview of Intangible Assets Theory, defines the concept and elements of intangible assets, then analyses the intangible assets and its elements of China's Publishing Industry.Chapter II focuses on the intangible assets factors that contained in China's Publishing Industry Three-Famous-Brand Strategy, and analyses the relationship between the strategies and the management of intangible assets.Chapter III discusses the problems and difficulties faced by China's Publishing Industry during the period of constructing the core competence.Chapter IV puts forward some specific countermeasures on how to conduct China's Publishing Industry Three-Famous-Brand Strategy from the intangible assets'characteristics point of view.