Research On The Development Strategy Of Publishing House Publications’ Cultural Creativity

Since the 21 st century,China has been promoting the development of cultural and creative industries with the mode of policy cultivation,supplemented by a series of guidance,support measures and preferential policies,to realize the rapid development of cultural and creative industries.In this environment,the public’s consumption mode of culture is also changing to cultural and creative consumption,and cultural and creative products and services have gradually become the mainstream of mass cultural consumption.The development of cultural and creative industries is penetrating into all walks of life.The publishing industry,as a part of the publishing and creative industry,has done a lot of practice on the publication and creative industry.This study takes the literary and creative products of publications as the research object,makes clear the concept and classification of the literary and creative products of publications,and analyzes the characteristics of the literary and creative products of publications compared with other literary and creative products: Backed by excellent publications and their related cultures,publication literary creation has more development paths brought by richer IP resources,higher public expectations brought by higher cultural standing,and higher difficulty of visualization brought by figurative text.In addition,this paper analyzes the development and marketing of literary and creative products of publications,and combines the practice of People’s Literature Publishing House on the publication of literary and creative products for in-depth analysis.Through the research methods of literature analysis and case analysis,this paper makes a systematic study on the production and marketing of the literary creation of publications and the literary creation of People’s Literature Publishing House.Based on the research on the development strategy and marketing strategy of People’s Literature Publishing House,the author summarizes the merits of People’s Literature Publishing House in practice,and analyzes the deficiencies in the development strategy and marketing strategy of People’s Literature Publishing House.In terms of the optimization of the development of publication culture and creativity,the author puts forward suggestions from four perspectives: production,product,marketing and industry.This paper hopes to make a systematic analysis of the publication cultural creation,provide some useful thinking for the development and marketing of the publication cultural creation,and make a modest contribution to the dissemination and development of excellent publication culture.