Research On The Current Brand Status And Development Strategy Of W Publishing House

Under the current background of global economic integration,the economic development of all countries has entered the buyer's market,and the market competition environment has undergone major changes.In the form of market competition,pure product and technology competition can no longer reflect its comprehensive competitive advantage.The market competition form has begun to change to the competition of the brand.The competitive advantage of the brand has become a magic weapon for the company to win.The value of brand value has become an important criterion for measuring the comprehensive strength of enterprises.Therefore,the implementation of brand development strategy has become an important part of the company's development strategy.In recent years,with the continuous deepening of the reform of the socialist market economic system,the pace of reform of state-owned enterprise systems has been accelerating.Among them,state-owned publishing enterprises have gradually changed from public institutions to enterprises,and the management system has changed from a state-owned enterprise management system to a market.Management system.In the context of the socialist market economy,brand competition has gradually become a key factor in the competition of publishing companies.More and more publishing companies are beginning to recognize the importance of brands.The brand represents the image of a company and is an external comprehensive manifestation of its internal culture,including the unique culture,characteristics,style,quality and service of the company.Publishing companies have begun to actively carry out brand building from the theme planning,production management,marketing and other aspects to build a brand,so as to gain a more favorable competitive position in the market competition,and develop and strengthen the strength of the enterprise.Based on the brand strategy of the publishing house,this paper takes Jiangxi W Publishing House as the research object,analyzes its brand status and existing problems,and uses PEST,Porter's five-force model and SWOT analysis method to analyze the brand development strategy of W Publishing House.Drawing on the experience of domestic and foreign publishing enterprise brand development strategies,this paper puts forward the implementation suggestions of W publishing house's brand development strategy,in order to provide reference for the development of brand development strategy for W publishing house and publishing house industry.