Research On Brand Strategy Of Private Publishing Companies

The private publishing industry started from the 1980s.Over 40 years of development,private publishing industry gradually becomes an important part of the publishing industry in our country.During the new strategic opportunity period,how can the publishing industry make new creativity that becomes a problem to be solved.It is worth exploring for private publishing industry that how to face challenges and embrace opportunities in the times.THINKINGDOM MEDIA GROUP LTD.was founded in 2002.Initially there were only a dozen employees.After decades of growth,it has established stable cooperative relations with more than 1000 domestic and foreign writers.It has produced more than 3,000 books and some of which best-sellers have made millions of copies sold.Good economic and social benefits have been achieved.THINKINGDOM has become one of the most important private publishing brands in China.It plays an important role in the fields of foreign literature,Chinese literature and children's picture books.On April 25,2017,as the first private publishing company,THINKINGDOM was listed on the Shanghai stock exchange.This thesis focuses on the THINKINGDOM,and approaches its publishing brand strategy.The analysis is based on the analysis of relevant scholastic literature,data survey,internship visit and some theoretical models.The thesis teases out the state of private publishing industry,summarizes the significance of private publishing companies to build publishing brands and the brand strategies of THINKINGDOM.The thesis tends to provide reference for the research of private publishing brand and the development of other private publishing companies.This thesis believes that,whether the number of corporations or the benefit,the private publication has been an integral part of publishing industry.It's important to make publishing brand.The state of private publishing brand has several remarkable characteristics.The thesis mainly explores the publishing brand strategy of THINKINGDOM from four aspects:brand positioning,brand building,brand communication and brand extension.First of all,according to social environment,make full use of the advantages of the environment,select book market segments to locate them.This is also the foundation of brand building.Secondly,exploit the quality of the product,the brand,the author,and the publishing of the three dimensions of the publishing brand.It's the core competitiveness of the brand.Thirdly,integrate marketing communication to form the best effect by variety of ways.Finally,after the initial formation of the publishing brand,brand extension should be carried out to deepen the brand content and further consolidate and enhance the brand value.