Analysis On The Construction Of Academic Book Brand "People's Library"

The competition of the book market is increasingly cruel,and the book brand strategy has become an important way for presses to realize economic and social benefits.As an important branch of book publishing,academic books embodies China's outstanding development achievements,and plays an important role in enhancing "cultural confidence" and achieving "cultural powerful country." However,the continuous rise in the publishing status and the number of academic books has also led to increased competition in the academic publishing market.More and more presses have accelerated the building of academic book brand,and academic books are gradually entering the era of brand competition.Creating an academic book brand can not only prosper academic book publishing,but also an important measure for publishing houses to survive and develop in the market.With more than ninety years of publishing history,People's Publishing House has always regarded academic publishing as an important publishing field.In the context of system transformation and market shocks,it has sought to build the brand of academic books,and regards academic books as one way to keep the foundation and seek for competition.Therefore,the representative "People's Library",an academic book brand is built.This article takes the academic book brand of People's Library as the research theme.The literature analysis method and case analysis method were used to analyze the academic book brand building strategy of People's Library.The article firstly discusses the necessity of academic book brand construction.Then,the article analyzes the construction strategy of the academic book brand of People's Library by discussing the academic book brand concept,brand characteristics,and brand representation of People's Library.It is demonstrated that academic books can build a brand construction model through three aspects: brand concept,brand characteristicsand brand representation.However,there are still disadvantages thatneed to be improved in the construction of successful brands.The enrichment of brand's distinctive images,extensibility of brand content,and brand maintenance should be strengthened.At the end of this article,combined with the successful experience of well-known publishers in the field of academic book brand building,such as the Commercial Press,Social Science Literature Publishing House,etc.,it proposes improvement strategies for the construction of the academic book brand of People's Library.Of course,the construction of the academic book brand of "People's Library" has certain reference significance for Chinese publishing houses to build similar brands,which will provide new ideas for the healthy development of other academic book brands reversely.