The Analysis Of Brand Building Of Zhonghua Book Company

This thesis takes the brand of Zhonghua Book Company as a research object. As a century brand of publishing, Zhonghua Book Company basing on core competitiveness, changes ideas. According to rich historical data, the scattered study will be systematized to tease out in the aspect of brand so as to give directions in brand building of traditional publishers and provide reference for a whole publishing career.The subject of the thesis is divided into four parts that introduction, text, conclusion and suggestion. In the article, the research background, research issues, research methods and innovation of research are included by the introduction.The text is divided into four chapters. It is studied from the following aspects:brand positioning, marketing, extension and maintenance. Among of them, brand maintenance persists throughout brand building to help the development of brand.The first chapter discusses brand positioning for 2003. Especially, the author analyzes the reasons and connotations of the rebranding after 2003. In the article, the author explains the specific interpretation about connotations.The second chapter is the analysis of Zhonghua Book Company brand marketing. It is researched from concrete mechanisms and effects. Then, brand marketing is analyzed further with specific cases of Yu Dan’s Insights on "The Analects" and the project of poetry China.The third chapter discusses brand extension from the premise of extension, concrete mechanisms, and risks and elusions carefully. The article studies both the horizontal extension just as the concentric circles and vertical extension basing on product lines. Brand building is promoted by them.The forth chapter is researched on brand maintenance from itself, the legal security and society. Then, brand maintenance persists throughout brand building and the importance of brand maintenance must be realized clearly.The conclusion presses publishing brand building for thinking. During brand building, there are some insufficiencies for Zhonghua Book Company, at the same time, it leaves a significant inspiration to a whole publishing career.