Brand Construction Research About Chinese Small And Medium Sized Private Publishing Start-Ups Under The New Media Environment

With the development of China's publishing industry,the importance of the brand for the development of publishing companies in China has become a consensus in the industry.Through brands,publishing companies can forge differentiated core competencies,increase brand premiums,and occupy the commanding heights in market competition.With the gradual liberalization of China's private enterprises,entry into the content publishing field,private publishing companies have also been able to unlock the constraints that constrain their brand development and participate more fully in the brand competition.According to the 2016 report of the Chinese private book industry,China's private publishing companies have entered the age of brand competition.However,this trend corresponds to the fact that private publishing companies in China have long been lagging behind in the practice of brand construction and that private publishing companies in the field of publishing brand research have a missing perspective.As for the theory of publishing brand research in our country,there is also a self-centeredness based on the publishing company itself.It does not take consumers as the starting point of the brand construction and does not conform to the requirements of the development of the market economy.And also,the basic concept of the brand theory and the analytical paradigm is confusion and the case studies are lacking in the publishing brand research field.As a result,the discussion of publishing brand research often breaks away from the actual situation of the publishing company.Along with the new media era brings great new changes to the companies in the entire economic system on the issues about brand construction,but the existing research about the publishing brand is relatively inadequate.In view of this,this study combines the features of the publishing company's operations in reality,the characteristics of the new media,and the CBBE theory as the theoretic basis to analyse the brand construction practice of a publishing company-Unread from the aspects of brand establishment,brand positioning,brand communication,brand relationship with the methods of qualitative and quantitative analysis.By dissecting this "sparrow",this study hopes to draw some general inspirations and give specific strategic advice for Chinese publishing companies on the issues of the brand construction under the new media environment.