出版企业品牌运营创新研究

Innovation of Brand Operation in the Publishing Enterprises

随着市场环境的变化,出版业的竞争焦点已从最初的产品竞争开始转向品牌竞争。出版企业加强品牌运营是应对外部环境变化的要求,也是自身可持续发展的要求,更是消费者选择的必然要求。出版企业在品牌运营过程中要注重创新,可以重点从品牌观念创新、品牌业务创新、品牌管理创新等方面着手采取措施,提高品牌的知名度。

With the change of market environment ,the competition focus shifts from initial product to brand in the publishing industry .Enhancing brand operation is the requirement to deal with market environment ,and also is the inevitable requirement that achieves the self -development and meets the demand of readers .Publishing enterprises should pay more attention to innovation ,and take measures from brand ideas ,brand business and brand management to strengthen brand operating ability .