Building and Communication of Publishing Brands in the Context of the New Consumption Era
With the development of information technology,great changes have taken place in the consumption pattern of the book market in China,triggering a series of chain reactions in the publishing industry chain.The changes in the book consumption market have escalated the competition among publishing institutions into the competition of the complex centered on building brand value,and the original path of brand building also needs to be upgraded and transformed based on the new situation to meet the need of the active transformation and high-quality development of the publishing industry.Based on the perspective of the new consumption era,combined with cases,this article explores the paths and strategies of building and communicating publishing brands from four perspectives:their positioning,image symbols,brand communication and emotional connection.
New consumption eraPublishing institutionPublishing brandBrand building and communication
NETL
NSTL
万方数据
