The Road To The Book Brand Constructions Of Wuhan Publishing House

With the deepening reform of the national culture system and the completion of the transformation from Institutions into Enterprises,the city publishing houses have no other options but to participate in the market competition as the main body of enterprises,in the meanwhile the market of publishing turns into the seller's from the buyer's.All of these force the publishing houses to build their book brands to face the music in the violent market competition.However,how to build the book brand evaluation system in a scientific and efficient way,especially for the city publishing houses,is an urgent task to research and solve.On account of this,the article choose Wuhan Publishing House—a member of city publishers,as the objective to study its road of book brand development.The article takes book brand building as the main line,on the theoretic basis of Brand Science and Communications.It accurately defines the intension of book brand building by means of comprehensive applying some relative knowledge of Document analytical method,editing and publishing study and so on,it clears up structural elements of book brand and also points out that book brand consists of publisher brand,publication brand and publishing company brand,the article seems possibly providing a route guidance of book brand building,on the other hand it discusses the meaning of book brand building.Meantime this article summarizes the unique features of Wuhan Publishing House on theme publishing,science publishing,local historic culture publishing of Wuhan city,complete works of famous persons,along with its publishing dimensions and certain brand influence in the way of case analysis and profound interview.In the article the Arthur narrates the history and present situation of book brand building of Wuhan Publishing House,analyzes its achievements,experience and deficiency on the way of its book brand building;The article dissects some relative experience from Dalian Publishing House and Nanjing Publishing House that have ever achieved,it also draws on experience on the related system of the Commercial Press during the period of the Republic of China in the lateQing Dynasty,actually combining the experience and deficiency that Wuhan Publishing House has got on the work of book brand building,with the editing and publishing theory and particular actual practice;Finally the Arthur puts forward the tactics on book brand building of Wuhan Publishing House under the new situations in three dimensions of the publisher brand,the publication brand and the press brand.The studies of the article have shown that book brand is nothing but a comprehensive system.In the system,every essential factor exists one by another,and this just takes shape the barrel effect,any short slab of every element affects each other,then finally it would hurt the book brand.However,the book brand building of a city publishing house should systematically develop in the way of fully united with history,city characteristic resources and advantages,in another word,differentiations and characteristics are the key to the book brand building.The development of Wuhan Publishing House is a typical epitome for the city publishing houses,book brand building.The searching on it could possibly be used for other city publishing house in a certain extent,therefore,this study of Wuhan Publishing House maybe offer some suggestive thoughts for the other city publishers.