Research On The Brand Development Strategy Of KX Press Based On The Transformation And Upgrading Of Knowledge Service

The knowledge economy has epoch-making revolutionary significance for the development of the traditional publishing industry.The advent of the knowledge economy era makes the brand development strategy of traditional publishing houses face many challenges,especially the knowledge service oriented brand management concept has a profound influence on the development trend and future trend of the publishing industry.KX press is a publishing house of science and technology published in academic monograph books and periodicals.It ranks the top in the domestic science and technology publishing industry.With the deepening of the transformation and upgrading of knowledge service,the strategy of knowledge service brand development plays a more and more important role,to a certain extent,it determines the success or failure of the transformation and upgrading of the knowledge service.Brand strategy is an important part of the overall development strategy of the publishing group.The potential market influence of its brand has a direct impact on the sustainable development ability of the publishing group.Under the transformation and upgrading of knowledge service,the brand strategy of publishers should adapt to the development of enterprises,and brand strategy can bring huge rewards.Under the traditional mode,the brand development of KX press is mainly from the aspects of firm setting up market concept,strict quality of books,catching and publishing advantages and publishing characteristics,but there are some problems,such as the lack of brand strategic planning,the backward brand management concept,the lack of brand maintenance consciousness and so on.Meanwhile,there are also many external and internal difficulties in transformation and upgrading of KX press to knowledge service.The external factors mainly include: the increasing pressure of the traditional business growth,the challenge of the change of the demand of scientific research users,the challenge of the industrial competition,the multi challenge of the change of the industrial competition pattern and the Innovation Challenge Brought by the rapid change of technology.The internal factors include: product design and operation,"heavy manufacturing and light operation",and the difference between industrial structure and operation mechanism.To this end,the PEST analysis tool is used to analyze the macro environment of the brand development strategy of KX press under the background of policy,economy,society and technology on the transformation and upgrading of knowledge service.At the same time,the internal resources and capabilities are analyzed in detail from the aspects of resource acquisition,brand influence,market resources,human resources,financial situation and international development ability.Therefore,according to the "135" overall strategy of KX press Publishing 1 transformation and upgrading to knowledge service 3,a brand development strategy system of brand positioning,brand communication,brand trust,brand maintenance and brand maintenance is constructed,and professional database platform,periodical business integration platform and number are put forward.Three core platforms,such as integrated education platform and so on,will support KX Publishing's knowledge service brand development strategy.This paper combines with the typical Publishing Group in China,and summarizes the brand development strategy of KX press under the background of the transformation and upgrading of knowledge service.It not only makes up for the lack of brand strategy in the development process of KX press,but also provides ideas for other similar publishing institutions to achieve a benign sustainable development.