Brand Maintenance Research Of Shanghai Translation Publishing House

Since the end of 20 th century and the beginning of 21 th century,the theory of brand has been introduced into China's publishing industry,and China's publishing houses have attached great importance to the establishment and development of brands.After decades of development,China's publishing houses have established publishing brands.However,the brand has a life cycle,and its readers are constantly changing.If the brand maintenance is not paid attention to and corresponding maintenance measures are not taken,the brand may lose its vitality and go declining.Shanghai Translation Publishing House is a comprehensive translation publishing house,which has built a publishing brand in China after decades of hard work.As a brand publishing house entering its "middle age",Shanghai Translation Publishing House faces how to maintain its brand and ensure its sustainable development.At the same time,in the face of changes in the internal and external environment,the brand status of Shanghai Translation Publishing House has been challenged and brand maintenance is urgent.In this paper,literature research,case study,and comparative analysis are used.This paper studies the implementation path of brand maintenance of Shanghai Translation Publishing House,analyzes the existing problems,and puts forward some pertinent suggestions.The first chapter introduces the background and significance of this paper.This Paper defines the concept of brand maintenance,constructs the theoretical model,and discusses the typicality of the research case.This Paper summarizes the research status of publishing brand,publishing brand maintenance and Shanghai Translation Publishing House.It also explains the theoretical basis and research methods of this paper.The second chapter analyses the causes of the brand maintenance of Shanghai Translation Publishing House.The paper sorts out the brand development history of Shanghai Translation Publishing House: the brand introduction period,the brand development period,and the brand maturity period.On this basis,the author studies the internal and external factors of the brand maintenance of Shanghai Translation Publishing House,and discusses the strategic significance of brand maintenance by Shanghai Translation Publishing House.The third chapter discusses the implementation path of brand maintenance of Shanghai Translation Publishing House.Shanghai Translation Publishing House,based on the principle of giving consideration to inheritance and innovation,provides a relatively complete implementation path of brand maintenance: In the basic brand maintenance,innovating topics and optimizing products layout.In the brand image maintenance,optimizing brand concept image and brand visual image.In the brand relationship maintenance,optimizing channels and focusing on brand experience.In the brand value maintenance,implementing a single brand strategy and brand innovation strategy.The fourth chapter studies the questions existing in the brand maintenance of Shanghai Translation Publishing House.Although the brand maintenance of Shanghai Translation Publishing House has achieved some results,there are still some questions.It needs to improve its brand maintenance awareness.In the basic brand maintenance,topics deviate from the brand positioning.In the brand image maintenance,it is lack of uniqueness.In terms of brand relationship maintenance,it need to improve the quality.In the brand value maintenance,there is some space to improve brand extension.The fifth chapter is the optimization suggestion of the brand maintenance of Shanghai Translation Publishing House.In view of the questions existing in the brand maintenance of Shanghai Translation Publishing House,this paper also puts forward some constructive suggestions: attaching great importance to and enhancing the awareness of brand maintenance.In the basic brand maintenance,the topics need to be in line with the brand positioning.In the brand image maintenance,strengthening the uniqueness.In terms of brand relationship maintenance,paying attention to details and improving quality.In the brand value maintenance,improving brand extension.