Research On Publishing Spirit And The Construction Of Publication Brand

Publishing is an important component of the cultural industry, and plays a significant role in theconstruction of the national cultural soft power. The Sixth Plenary Session of its Seventeenth CentralCommittee of Chinese Communist Party put forward the proposal that more excellent works that can standthe test of history and times and that can live up to people should be created, which should be regarded asan important sign of the cultural prosperity. Modern industrial system of culture should be constructed andindustrial pattern that public ownership remains the mainstay and multiple forms of ownership develop sideby side formed. For the publishing industrial it is an essential opportunity for development.To take a general look at the publishing industry in our country, since the reforming and opening uppolicy, it has undergone a fast development. Thus our country has been a big power in publishing, howevernot a great one, being put in the world situation. At the beginning of the year2010, the national conferenceon news publishing put forward the goal to make our country a great power in journalism in the following10years. In order to realize the sustainable development of the publishing industry, an influentialpublication brand should be built, because a publication brand can help to gain popularity and credibility,and to win the market. A publication brand requires such important components as high-qualitypublications, excellent publishers and the image of publishing house. Retrospecting the development of thefamous publishing houses in the publishing history and looking around the outstanding ones in this industry,the invisible hand can be found, with no exception, to have played an essential role in the construction oftheir brands which is the publishing spirit. The publishing spirit embodies rich connotations, the formation and cultivation of which requires anoble professional pursuit and carrying forward the spirit of the forerunners on the part of publishers, andalso needs tempering in the publishing practice. With their publishing concept, the publishing forerunnerslike Zou Taofen, Zhang Yuanji, Hu Yuzhi, and Ba Jin, in their lifetime, sought and held fast to thepublishing spirit in their publishing practices. Under the influence of the spirit, excellent works have beencreated one after another, generations of publishers have stood out, and thus the publishing career has beenpromoted. The development of the famous publishing houses both at home and abroad has proved that thepublishing spirit works as a forceful power in the construction of the publication brand.However in recent years, some publishers and publishing houses cannot balance the relationshipbetween social and economic benefit and chase the economic interests one-sided. Consequently bookspublished are homogenized and vulgarized, careless edit, errors and other problems can be seen here andthere. The absence of the publishing spirit has influenced the publishing industry negatively and hinderedits sustainable development. Besides, new trends are appearing----the publishing industry is faced withtransformation, and digital publishing is speeding up, so to restore the publishing spirit to the industry is inhighly need, and the sense of culture mission and social responsibility need to be inherited and promotedurgently. In order to construct the up-to-date publication brand the relevant department should cultivate thepublishing spirit more forcefully, foster inter-disciplinary talents, adhere to the people-oriented principle,perfect the management system and establish assessment mechanism.