Research On Publishing Brand Building Of Horizon

With the increasingly fierce competition in the book market,domestic publishing institutions have also changed from the competition of scale and quantity to the competition of quality and efficiency,which has formed a more prominent and advanced brand competition.In addition,the personalized,differentiated and perceptual reading needs of readers have also brought new requirements to publishing institutions.How to build an influential brand,seize readers' resources,obtain readers' trust and obtain benefits in the fierce competition is an important challenge faced by the publishing house.Therefore,the publishing house seeks breakthrough and overall planning,strives to achieve the objectives of high-quality publishing content,diversified publishing product forms and diversified communication modes,and implements brand strategic layout in planning,editing and marketing to achieve brand building.Horizon is one of the publishing brands that came into being under this background.Over the years,Horizon has attracted many authors and readers with elegant publishing taste and strong humanistic spirit,and has embarked on a brand construction road with Horizon characteristics.Taking the publishing brand century Horizon as the research object,this paper makes an in-depth analysis of the background of Horizon brand creation,the constituent elements of the brand and the brand operation path by using the methods of literature analysis,case analysis and in-depth interview,in order to provide development ideas for the construction of other humanistic publishing brands.Firstly,this paper introduces the background and development process of Horizon brand;Secondly,sort out and analyze the strategies of Horizon brand operation,mainly involving five aspects: brand positioning,design,communication,extension and maintenance,so as to grasp the path of Horizon brand construction;Finally,based on the characteristics of Horizon publishing brand construction,refine and summarize the enlightenment,such as brand positioning, establishing the concept of value-based publishing,brand communication looking for content fermentation,paying attention to emotional interaction,brand extension grasping the core competitiveness,brand maintenance oriented by readers' demands and maintaining long-term loyalty.