How To Create Books Brand In China In The 21st Century

The focus of modern industry competition has from industry compete to brand compete.Brand has become a most important factor that can influence customer's purchasing. When people buy something to meet one's matter demand, he would think over his taste judge, his value tendency and spirit demand more. With the improvement of people's living level, this tendency will be much clear. One industry without a good brand can't gain predominance for a long time in the fury market competition.The publish industry also need the tactic of brand compete.Although there are more than 560 publish house in China, which can get good benefit is not more, which can publish good books is not more, which has a better brand is even fewer. The competition in domestic publish house has become more vehemence. After China join the WTO, the foreign publish house has taken actions in order to get more and more benefit.In 21st century, how to create a good brand has become a important issue for Chinese publish industry.The publish gentry and the researcher has study this issue for a long time, but It is scattered and week. Not only in theory but in practice, the means to solve this issue is not good.In this paper, I discuss the meaning and the characteristic of the publish brand. I review the history of how Chinese publish house create publish brand. I analyze the gap and the reason when Chinese and foreign publish house create one's publish brand. And I make my measure how Chinese publish house should create one's publish brand. One should set correct brand theory, one should make one's appropriate orientation, should strengthen manpower management, should create compiler brand and bring up compound specialist. One should take better actions in sell, one can adopt new theory, new media and new channel. One should introduce foreign copyright .One also should manage and maintenance one's publish brand.In this paper, I recommend some good practice that The Foreign Language and Teaching Research Press, The Commercial Press, The Heilongjiang Education Publishing House have done .I hope their practice can help other press.