Brand Building Of Private Publishing Enterprises Under The Background Of Media Convergence

With the rapid development of social economy,the development speed of publishing industry is also accelerated.At the same time,a large number of private publishing enterprises are also emerging under the strong support of the state,which makes the competition in the publishing market increasingly fierce.Publishing companies need to find a new way to open up the market,and publishing brand can not only condense the resources of enterprises,but also improve the premium ability of products,and help the sustainable development of enterprises.Therefore,to create a brand is the general trend of the development of publishing enterprises.But in fact,the ability of brand innovation and construction of domestic private publishing enterprises is weak,which is reflected in the long-term lag of brand construction,and the theoretical research is often focused on the publishing enterprises themselves,ignoring the perspective of consumers,which is contrary to the development requirements of the market.With the development of new media in the daily life of the public,consumer reading patterns have changed,and publishing enterprises also adjust their brand building work.However,the existing research lacks of tracking and exploring the new changes of publishing enterprises.All in all,this paper divides the research content into four parts.The first part focuses on the related concepts in the field of brand building of publishing enterprises.The second part analyzes the necessity and value of brand building from four aspects:the promotion of technology,the development of market,the status quo of enterprise brand building and the demand of participating in international competition.The third part of this case "unread publishing" brand building content from the creation,positioning,communication,maintenance of four angles to explain the analysis.The fourth part puts forward feasible suggestions for the current situation of brand building of domestic private publishing enterprises.