跨媒体出版的品牌创新研究

摘要

跨媒体出版的品牌建设不仅能提升出版企业的竞争力，实现跨媒体拓展，还能取得良好的经济效益和社会效益。然而，当前跨媒体出版的品牌建设存在着品牌战略缺失、品牌观念落后、品牌效益低下等问题，亟需解决。本文分析跨媒体出版中的品牌建设问题，探讨了媒体出版的品牌创新措施，以期对跨媒体出版的品牌发展提供若干建议。%The brand building of cross media publishing can not only enhance the competitiveness of publishing enterprises and realize the cross-media expansion,but also achieve good economic and social benefits. However,the current brand building of cross media publishing faces several problems such as the absence of brand strategy,the backward of brand concept,the low efficiency of brand,etc. This article analyzes the problems of brand building in the process of cross media publishing,and discusses the measures of brand innovation in order to provide powerful guidance for the brand development of cross media publishing.