Research On The Aggressive Brand Building Of Shanghai Humanities And Social Science Books

Humanities and social sciences books have always been the top priority of academic publishing for their abundant,unique cultural heritage,life-guiding behavioral codes and a tendency to resonate with the spirit.A series of important academic books brands have emerged amid the development of academic publishing,including 'the Chinese translation of world academic masterpieces series' of The Commercial Press,and the 'Overseas-Chinese Literature Library' of Jiangsu Renmin Press.In the increasingly competitive books market where digital reading is becoming a trend,a growing number of new aggressive books brands are sprouting up.In their own ways,these budding brands break the traditional boundaries between academia and the public,bringing multiform voices outside of the mainstream humanities and social sciences publishing in search of an experimental path.Emerging humanities and social sciences books brands,such as 'Imaginist','Oracle','Hanqingtang','Haowangjiao'and 'Gravitare',to name just a few,have formed brand stickiness with a unique tone and achieved a unity of social and economic benefits.Shanghai,the center of modern publishing in China and a preeminent city of publication today,has always maintained its dominant position in China's academic publishing field.Hence,Shanghai's publishing industry and publishers can never be overlooked neither in historical records nor in reality.That being the case,the study of Shanghai's emerging humanities and social sciences books brands is of practical significance to sustain Shanghai's superiority in academic publishing and improve the new aggressive brands in the city and even across China.This paper explores the motivation of creating new aggressive books brands,gives an overview and outlines the main characteristics of emerging humanities and social sciences books brands in China,and offers a summary of the existing advantages and development status of new brands in Shanghai.First,centering on Shanghai's emerging humanities and social sciences books brands,'Dujiaoshou','Bohe Shiyan' and 'Eons',three different models for building new books brands by state-owned publishing houses in Shanghai are studied through literature analysis,in-depth interviews.Finally,based on the review of the above-mentioned three brands,inspirations for building new aggressive humanities and social sciences books brands are presented.