Our Country Sports Books Publishing Brand Research

There are two hundred thousand kinds of publishing in China one year, in the face oflimited market share, the competition goes into the white hot stage, publishing market is apiece of "the red sea". If you want to win in the fierce competition in the market, pay attentionto building the publishing brand, perhaps it is a more sensible choice.This thesis consists of four chapters, taking sports books brand as the main researchcontents, main research cases are People’s Sports Publishing House of China and BeijingSport University Press, using communication, management and sports theory to put forwardthe constitute elements and shaping process of sports book brand in China, pointing out thatthe problems of China’s sports books brand, and giving suggestions for improvement.The thesis introduces the research background, research purpose, research methods andresearch status firstly. Beijing2008Olympic Games was held successfully, brings to thedevelopment of sports in the new opportunity, as well as the growth of China’s comprehensivenational strength, the people’s consumption demand of sports books have been growing.At present, although there are a number of brand awareness higher publishing enterprisesin China, the whole publishing industry has not really entered the era of brandmanagement.Physical books publishing brands, including press, publisher (mainly is thepresident, chief editor), author and brand books (mainly single book, books; best-selling book,often sell books). People’s Sports Publishing House of China and Beijing Sport UniversityPress, have the congenital advantages in these four aspects, the brand of itself is easy to formthe cognition of authority in the hearts of the audience, unified teaching materials, are therepresentative brand of the two presses. People’s Sports Publishing House of China andBeijing Sport University Press, although the economic scale is small, the book reprint rate ishigh, they own the high brand awareness in consumers’ heart relatively.There are some problems exist in the area of sports book brand in our country, such as theweak of economic strength, selection of books repeat seriously,unreasonable structure etc..Inorder to solve these problems, the sports book publishing enterprises should strengthen thefusion of culture and capital improvement, enhance the quality of selection of books, adjustthe structure of professional talents. In the conclusion part, the two professional sports presses’ reprint rate is far higher thanthe industry average level, thus it can be seen, sports publishing brand is easy to createrelatively, it is excited us.