The Brand Construction And Optimization Of University Press

China has a long history of book publishing, while relying on the development of university publishing, namely University Press, has gone through dozens of years. In China's vast publishing system, university presses because of its unique resources,including geography, teachers, as well as the huge market demand for education,already emerging in the publishing industry, out of a unique, personalized way. Now,with the book publishing industry competition intensifies, university presses need to follow the trend found for the CCS road characteristics and positioning in the market,and establish a unique style brand image.Relying on School and University Press for its development, and therefore the need for the foundation school, focusing on textbooks for the needs of students, knowledge dissemination mission; based on social and human needs, promote knowledge,academic innovation and progress; focus on building popular science books, a publisher assume social responsibility. However, fierce competition in the market publishers, university presses not only to meet the challenges of numerous print media publishers, they are confronted with the ever-changing Internet from new media pressure, such as digital publishing, such as micro-publishing, these new forms have been published It was recognized by readers, so that the pressure can be imagined University Press. In this case, how to introduce new publishers to the new form to defuse crises, which determines the life or death of a publishing house. Currently, the major publishers recognize the importance of the brand, have taken measures to build their own brand in the brutal competition in the market to establish their own banner,this has become a consensus of the publisher. In all University Press, the Guangxi Normal University Press is paying more attention to the brand image of a publishing house, and is currently a distinctive brand image, brand promotion was ideal apublishing house. Of course, there are many reasons behind the success, not a single can decide. Successful brand image makes this publishing house to become the leader of the print media publishing industry, and thus the reason for its success is worth learning from some of today's University Press.This paper will University Press, brand building as a whole, the system is divided into several spiritual, material, behavior analysis and research, while knowledge of related disciplines of marketing, communication and management as the theoretical basis, enabling the publication of brand building detail analysis and research system, so publishing the brand concept richer perspective. At the same time, I intend to start on Case Guangxi Normal University Press, University Press to reveal exactly how to identify published in the fierce competition for their own development path, and thus gain a firm foothold in the market, and can achieve great progress.