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当前我国出版业正处于一个激烈的变革时期,面临着前所未有的竞争与挑战,不仅国内各出版社、文化公司间的竞争日趋激烈,而且随着我国出版业向国际化方向发展,也日益受到国外出版行业和出版品牌的准入和挑战。出版行业逐渐进入到由卖书到卖品牌转换的时代。随着品牌经济的形成,出版物品牌经营的本质,就是对市场资源进行全方位、多层面的梯次开发,在持续开发利用市场资源的同时,实现出版业的可持续发展。
At present, the publishing industry in our country is in a period of fierce revolution, facing unprecedented competition and challenge. Not only the competition among domestic publishing houses and cultural companies is getting fiercer, but also with the development of our publishing industry toward the internationalization, Publishing Industry and Publishing Brand Access and Challenges. Publishing industry gradually into the sale of books to sell the brand into the era. With the formation of the brand economy, the essence of the brand management of publications is to carry out all-round and multi-level echelon development of market resources. While continuing to develop and utilize market resources, sustainable development of the publishing industry will be realized.