Research On Brand Marketing Strategy Of H Publishing House

The era of brand competition has come,and as the core brand competition of brand economy has also been formed.With the gradual opening of China's media access restrictions,shifted from the original seller's market to the buyer's market,increasing of the international and domestic competition pressure,the survival and development of publishing industry is facing severe test.With the vigorous development of the Internet and new media,new forms of publishing have emerged in endlessly,such as digital publishing and micro-publishing.The competition in the book publishing industry is intensifying.In this case,China's publishing enterprises have to make the transformation and upgrading to find your own characteristic orientation,and create their own brands.They regard brand marketing as new competition strategy,from the brand positioning,brand planning,brand marketing,etc.to seek further development.The brand marketing of H Publishing House was analyzed considering the great importance on both theory and practice.On the one hand,it can provide effective references by discussing and analyzing of the deficiencies of the brand marketing of H publishing house and university presses.On the other hand,according to characteristics of H Publishing House,it can provide improvement and optimization for the brand marketing strategies of H Publishing House by analyzing the internal and external environment of publishing houses and SWOT.At the same time,it puts forward scientific strategic measures.This paper was done as follows: Chapter one elaborates the background and significance of this paper,and puts forward the purpose and innovations of the paper based on the overseas and domestic research status.Chapter two analyses the present status of brand marketing of H Publishing House,and points out the source of problems.Chapter three analyses the internal and external environment of H Publishing House in the development process,and SWOT matrix analysis.Chapter four puts forward the brand marketing strategies of H Publishing House.The last part is the conclusion and forecast.Based on the analysis of the development and brand marketing process of H Publishing House,this paper found that the brand positioning is not clear,not form a consensus to the core value of brand and brand marketing,brand marketing force is not strong,etc.On the basis of analyzed internal and external environment of H Publishing House and their own advantages and disadvantages,the paper puts forward a series of specific strategies and recommendations,such as the centralized strategy,differentiation strategy,image quality optimization strategy,the deputy brand strategy,brand integrated marketing strategy etc.It has practical application value to H Publishing House and hopes to provide reference for the brand construction of other university press.