Research On Publishing Brand Strategy Under The Background Of Media Convergence

This paper analyzes the development process of the People's Literature Publishing House and the development of the society under the current media integration environment,starting from the brand and related theories,the humanized brand,materialized brand,brand spirit,brand positioning of the People's Literature Publishing House,An overview of the five directions of brand recognition.Based on the brand triangle diagnosis model and the BSSM brand status model,the results of the questionnaire were comprehensively analyzed.It was concluded that the People's Literature Publishing House was a “preferred publishing enterprise”,and three key points in its brand strategy were drawn from the analysis of the questionnaire results data: minors People's Literature Publishing House has a poor brand recognition;the loyalty of the elderly to the publications of the People's Literature Publishing House has declined;the operating products are relatively single,and the brand resources have not been fully utilized.On the basis of asking questions,we draw on the experience of excellent publishing houses at home and abroad to give the direction of strategic implementation,and summarize the solutions to the three shortcomings in the brand strategy.Finally,from the macro review of the strategy of the People's Literature Publishing House,and proposed to establish a corporate brand network thinking,in this thinking led to deal with the current strategic issues,to deal with the challenges brought by media convergence.