The Reseach Of The Brand Image Of The Domestic Press

With the reform process of conversion going to the end, the presses are out of the system's constraints now. But the press have to face the intense competition, especially at the trend of globalization. Domestic publishers are starting to focus on brand development strategy. However, due to the constraints of original system, publishers are not successfully forming a management system of the sound brand. Therefore, the press can't avoid the Development Mistakes, not only failed to enhance the Press brand value, but also wasting publishing limited internal resources. Brand image is related to the various elements of the brand, throughout all aspects of brand development, the readers'feedback on the corporate brand. Nowadays market is reader-oriented, the publication formed the readers'brand image of the Press is an important basis for the brand development strategy.Brand image includes corporate image, book image, readers'image. These three aspects are mutual promotion and inter-influence. Brand image system is a dynamic process. It changes with the external environment .although this change was not obvious, but it can affect the brand of books, even the development strategy of the publishers. Predicted of the brand image can be help to analysis the reason of the problems. The lacking the ability of Insight, currently publishing can't forecast brand image which is an important part of brand development.These are four chapters: Chapter I named introduction. This paper describes the background, the significance of research and research objectives. Chapter II named overview of the brand image. This chapter defines the concept of brand image and discrimination, and analysis the characteristics of brand image, function, composition of analysis and discussion of the domestic and international publishing company's brand image status. Chapter III, using Beil model published in brand evaluation. This chapter is mainly on making use of the Beil model as well as using the Beil model, the brand image based on static analysis cases. Chapter IV named brand promotion of brand image evaluation. This chapter is mainly on analyzing dynamic system of brand image. Using a variety of theories and cases, this paper analyzed the internal relations of the elements of the brand image. Then summarize the method to predicting of the brand image. The last part is the conclusion, made on the contents of this brief summary and conclusion.