Research On Brand Influence Of City Publishing House ——Taking Qingdao Publishing House As An Example

The city publishing house is an important part of the publishing camp in our country.In the context of the current double transformation of society and technology,the city publishing house is facing a new development situation.On the one hand,through the "restructuring of enterprises",the transformation of the mechanism and system has been completed,and it has become a market player to participate in the national publishing market competition.On the other hand,as a local cultural institution,the city publishing house is also an important carrier for the construction and dissemination of the "local" image.In the development of market and regional characteristics,urban publishing houses have both advantages and disadvantages.Strengthening brand building,enhancing brand awareness,and enhancing brand communication and influence have become common topics faced by urban publishing houses.On the one hand,this study starts with the brand building of 16 urban publishing houses,uses research methods such as case analysis and comparative analysis,and seeks the commonalities of their brand building paths based on the analysis of their publishing characteristics,book business categories,publishing house scale and other information.And characteristics,and from the four dimensions of brand awareness,brand recognition,brand reputation,brand loyalty and other four dimensions to summarize and analyze the development status of urban publishing houses.On the other hand,taking Qingdao Publishing House as an example,it analyzes the brand construction of urban publishing house,and systematically sorts out the characteristics and influencing factors of brand construction of Qingdao Publishing House in different historical periods from its establishment to the present.An analysis of how Qingdao Publishing House conducts brand building activities from one dimension.Finally,this study summarizes the problems in the overall development of urban publishing houses,and proposes developmental suggestions such as mining urban resources,taking the initiative to go out of the city,and strengthening brand awareness based on the latest development trends and status quo of the publishing industry,in order to provide urban publishing houses with brand building.Ideas for reference.The brand building of a publishing company is a comprehensive system.In this system,various dimensions are interrelated,and any shortcoming of any dimension will affect the overall construction of the brand influence of the publishing house.However,in the process of brand building of urban publishing houses,the exploration of urban positioning and regional resource advantages will become an important path to enhance brand influence in the future.Efforts to excavate urban culture,precise positioning,and taking the road of differentiation and specialization are effective ways to drive the systematic and comprehensive development of urban publishing houses.