Study Of Publishing Brand Communication Based On The IBC Theory ——Case Study On Guangxi Normal University Press

Brand is a very important intangible asset for enterprises.In the era of mobile Internet,the brand communication mode of enterprises will refactoring.In 2021,guangxi normal university press' s 35 anniversary of the founding.Since its inception has been the strong brand awareness,found a series of excellent publications and excellent publishing brandsuch,suche as" ihuman " "The Magic Elephant Books”.With the format update,establish and form a complete brand system Gradually.Guangxi Normal University Press is well known for its Brand characteristics and good reputation in the industry.With the coming of the 14 th Five-Year Plan,the domestic publishing industry faces a new historical task.In the the new market environment,the brand communication and marketing activities of publishing enterprises have changed.In this situation,how could Guangxi Normal University Press continue make new achievements?This thesis will comprehensively analyze,summarize and summarize the current situation and strategies of brand communication of Guangxi Normal University Press in recent years through literature research,case study,questionnaire survey,data analysis and other research methods.The research results are presented by charts and figures.“The Integrated Brand Communication”theory,whom put forward by professor Chunlin Duan,is the main reference theory of this reserch This thesis.Four aspects of integrated brand communication : Key players of Marketing communications,brand core value,new form of marketing,and the enterprise management.First,the researcher collect relevant data and quantitative data,observe the details of the communication strategy and brand system of The Guangxi Normal University Press.Secondly,the researcher Summarize the successful experience and problems existing in the process of its brand communication,and then analyze the reasons.In the final,give corresponding optimization Suggestions according to actual circumstances,etc.This thesis trying to further explore the press implement brand feasible path of sustainable development,and provide case analysis for publishing brand communication practices and the development of the publishing industry in our country.