Changjiang Literature And Art Publishing House Brand Strategy Research

The cultural industry is an important support for economic development, and the level ofcultural development can embody a country’s comprehensive national strength, powerfulculture represents the strong influence, which is one of the factors reflect the country’scompetitive ability. As the importance of culture is more and more being noticed, thegovernment and country raised the cultural pursuits to a strategic height. In the field of culture,comprehensive deploy is made to deepen the reform of the cultural system and promotecultural prosperity.The publishing industry is one important part of cultural industry, which plays the moreand more important role in the process of socialist construction. Not only had to promote theprosperity of culture, but also made contribution for the national economy development. Atthe same time the publishing industry is facing tremendous opportunity and challenge duringthe development in the new period. Publishing industry reform, development of privatepublishing industry, foreign publishing industry penetration, all of those will produce the newrequirements to the publishing industry’s development. The publishing industry is expiringdeep reform and transition, when facing domestic and international challenges in theimportant period, the competition of publishing industry is becoming fiercer, so where is thepublishing outlet way? The brand is the inevitable choice. Therefore it has importantpractical significance and research significance to study on the brand strategy.In the field of book publishing, how to walk the road of the brand and how to build thebrand is the main point. There have made some beneficial exploration in China’s publicationfield, for example, The Commercial Press and the People’s publishing house. But comparedwith foreign brand, some questions still exist including consciousness of our country booksbrand is weak, lack strong brand, brand operation is not mature enough, protect for brand isnot enough. The research about library brand is not in system.This paper is divided into four chapters, firstly, from the definition of the brand concept,elaborates the brand connotation, and then take the Changjiang Literature and Art Press as theexample, from brand positioning, brand development, brand management to constructtheoretical system of library brand. Based on a large amount of data analysis, using literatureresearch method, case study method, comparison method combines with the theories ofcommunication, marketing, brand communication and other related theories, make the study on the library brand construction, management and research in order to provide systemtheoretical reference and method. The innovation of this paper include several aspects, firstlytake the Changjiang Literature and Art Press as an example, discuss in detail the necessaryelements of the book brand to build brand theory system. Secondly, analyze the differentcharacteristics between the book brand and other material product brand, follow the librarybrand construction law, construct press’s whole brand. Library brand construction anddevelopment needs the publishing industry to improve brand consciousness, to realize theunique brand’s value and development law, based on the press itself, create its own strongcultural brand.