The Model Of Globalization Of Chinese Books Brand

Chinese books lie in inferior position in international market,and it's hard for Chinese publication to shape international brand image.This paper analyzes how the European and American developed countries and Japan and South Korea publishing industry open the international markets,explores the globalization of book brand of other media which may contribute to the brand promotion of publishing,and extracts international methods that can be used for the globalization of Chinese books:make efforts to become a "content provider",pay more attention to the correct transmission of brand influence,and apply customized marketing both contents and brand image, etc.After extraction in such contrast,and considering the specific environment China's book publishing industry is facing,we design a Shark model -subject matter and content for the first,as the head,processing and customized marketing as the two fins,the brand extends as the tail,brand operation business entity as the backbone, and government support as the driving force.And also we use some books such as "Wolf Totem",to show how to use the model to improve the brand influence of a book,which is useful for the publishing units to create brand of books and develop international markets.