A Research On Brand Building Strategy Of Calendar Book

As a part of the cultural industry,the publishing industry is deeply affected by the current market environment.In the Internet era,the progress of paper publishing has slowed down.In the past decade,the traditional publishing industry has been troubled by the poor management of paper media.Society,enterprises and individuals are trying to transform.Under the background of state's promotion and civils'participation,the national reading rate has steadily increased.The change of the current publishing situation that the reduction of the new book publishing rate and the number of printed books,requires the publishing practitioners to accelerate the pace of innovation and to find new business opportunities and publishing demand points from the market.Calendar,as a cultural and creative product,is widely combined with publications.Since 2016,it has been published in large numbers.The concept of the"calendar book”has been hotly debated.Actually,the definition of it has been attempted in the early years,but without the trend.The return of the"calendar book"is more sophisticated,more diverse,and more practical,it brings a beautiful"calendar fashion" to the market.It has upended the stereotype that niche publishing is unmarketable,inspired the industry and prompted widespread thinking.From the perspective of brand,this paper tries to examine the examples of different publishing organizations' brand buildings under certain background and environment.To answer some questions as follows:1.As a popular publication,what is the current development of calendar book?2.What is the current situation of the brand?3.How to construct a specific brand in different stage?4.What is the significance of the policy feature for calendar book publishing?What are the implications for other publishing activities?This paper adopts the research methods of data analysis,case analysis,comparative analysis and interview.This paper aims to clarify the definition of calendar book and will do a widely collection of bibliography,check collation verification,from the publication type,publication time,publication pricing,publication content,the number of publishing houses and other five aspects of the current calendar book publishing overview and changes over the years.We can analyze the necessity of its brand construction.At the same time,to outline the overall brand development status,some examples will be made respectively from three aspects as the publishing house,creative team and single book,in the perspective of the brand.Through the research we can summarize the current problems of the calendar book's brand.Then,in view of the brand building,the main body of the paper makes a comparative analysis of the two specific cases and elaborates on them in detail,through the brand development process.The process is contended with the positioning of the brand,marketing and communications,extension and protection.Calendar book brand building strategy are explained by some significant features and specific methods of the strategy in the paper.The last part summarizes the whole paper and gives some suggestions for calendar book publishing and publishing industry.