The Brand Construction Of University Press

Earliest university press in China is about thirty years of development history, in many presses, The University press is rely on the unique geography environment, the teaching resources, the technology of network and the huge education demand, they always find the road by their own development path in this profession. Now, the university press fall into the fierce market competition and showing its own brand and they find a new reform way in the stream of exploring.The University press has been shouldering the three major tasks:first, It is based on the school to realize the spread of knowledge for teaching building; Second, focus on the humanities and social science to create knowledge and realize the academic innovation; Third, building the art of general publications to realize the function of responsibility to bear and serve the society. But in the face of turbulent market competition, except a number of contests among the presses, they should pay close attention to accept the challenge from new media, especially the digital publishing and today’s publishing. The online publishing press makes big unprecedented pressure for university press. And press’s brand is very important today, they have a new understanding of the importance of brand building from cruel disputable system in the market and constantly industry c battle, and taking the corresponding measures to build brands by different ways. The GuangXi Normal University press has been building the brand concept many years, and it is a successful university press to popularize too. It has more successful factors, including the brand building and maintenance of GuangXi normal university club and walk at the forefront of the traditional publishing. And it’s on the road of brand building to refresh the university press.This paper is to show the brand of university press publishing divided as a whole system, trying to break down the whole system with material elements, behavior element and mental element, and based on theory of communication, marketing management, and other related research theoretical support of publishing brand construction, rich concerning of publishing brand single fastidious. With specific cases for the brand construction of university press is analyzed and discussed to show university press in today’s fierce market competition. The brand construction of university press should seek the path itself and give constructive suggestions.