Study On The Brand System Of The Commercial Press

Now, the importance of brand construction of publishing enterprise to have a more clear understanding, the market competition will be raging like a storm, publishing enterprise into a brand era. The commercial press was founded in 1897, now has gone through the course of 115 years, from the beginning of a small printing workshop, and gradually become China’s come first on the list of publishing and cultural institutions, can say, the commercial press has not only a big publishing brand, but a brand, the brand in the construction experience worthy of scholars to study, is the industry peer reference. The publication brand construction is a complex project, using scientific methods, as well as the ancient commercial brand construction experience, the publishing industry in our country the road of brand development must be smooth.This paper is divided into the following 6 parts:chapter first is the introduction, describes the background and significance of the topic and related literature review; the second chapter outlines the brand as well as the publishing brand concept, which are some of the basic theory of the Commercial Press, and the road of brand development overview; the third chapter analyzes the specific brand system:the sub-system publishers, including the construction of the main, products--brand -- brand vectors in two parts; fourth chapter specifically analyzes the commercial press brand system spirit system, mainly including:Cultural Kernel and cultural responsibilities; the fifth chapter is the commercial press brand system behavior subsystem, including brand management and brand communication in two aspects; the sixth chapter, the commercial press brand building system for thinking. Hope that through this, get some on Chinese publishing brand construction beneficial thinking.