Research On The Brand Strategy Of Encyclopedia

Encyclopedia a universal comprehensive series composed of a variety of series,which is called "series in series",which is an outstanding representative of large series in Chinese publishing history,and even has a great impact on foreign publishing industry.Wang Yunwu has a lofty publishing ideal.He wants to plan a series of books,so that all government units,schools,and even families can have a small library just by purchasing a series of books.The publication of Encyclopedia makes his vision come true.Encyclopedia covers a wide range of fields,rich contents,large-scale publishing,and has a profound impact on society.No matter at that time or today,there are few similar publications comparable to it.Under the background of knowledge service and media integration,people's consumption demand has changed a lot.The whole publishing industry in our country is seeking the way of transformation.Book branding has become the trend of Encyclopedia today,which requires publishing enterprises to make new breakthroughs in concept and technology.This paper analyzes and studies the brand strategy of Encyclopedia,which brings enlightenment and thinking for the brand publishing of books nowadays.Based on the theories of editing,publishing,and brand management,this paper studies the brand strategy of Encyclopedia by using the methods of text analysis,statistics,interdisciplinary research and induction,and explores Encyclopedia from the aspects of brand name,brand combination,brand positioning,brand personality,brand communication,and brand extension The Enlightenment of "brand" to today's publishing industry.First of all,this paper systematically combs the publishing background of the series,analyzes the market position and brand position of the series,and then explores its product strategy from the brand design,brand concept,brand name,brand combination,brand personality and price strategy of the series.In addition,it also systematically divides the brand communication strategy of the series From the three aspects of advertisement,appointment,promotion and public relations,this paper analyzes the brand communication strategies.The last part analyzes the brand extension and value development of Encyclopedia,analyzes its name extension and brand line extension.In addition,Encyclopedia has spread modern western learning,traditional culture and promoted the development of Library Science and bibliography.These good brand extension and value development make the brand of Encyclopedia far-reaching.The collation and inheritance of human culture are mainly manifested in two aspects: on the one hand,the collation and dissemination of Chinese classic works have made certain contribution to the full spread of Chinese traditional culture;on the other hand,the translation of world famous works,the introduction of new ideas,the popularization of various disciplines,and the opening of people's wisdom.Encyclopedia influenced the special period of knowledge shortage at that time,and even more so far.In addition,the study of the brand strategy of Encyclopedia can bring some inspiration for today's Book Brand publishing.If publishing enterprises want to build brand books,they should pay attention to quality planning,have good management mechanism,build and maintain high-quality author resources and editing resources,guarantee brand content,grasp the emotional and cultural positioning of publishing brand and brand core value,carry out optimized brand transmission,and seek appropriate brand extension for brand books to achieve scale brand characteristics.