1.出版品牌与品牌战略。改革开放以来,随着社会主义市场经济的发展和科学文化的进步,国人的品牌意识也在加强,出版品牌也在不断涌现,但自然形成的多,策划营造的少,单个品牌多,整个品牌少。国内够得上品牌的出版社不过寥寥数家。单个品牌还有一些,但做得不是很大。造成这种情况的原因除企业内部机制外,还有市场的变化和市场某些不规则行为对品牌的冲击,市场被切分等。一个品种一旦出现良好的势头,在 1. Publication of brand and brand strategy. Since the reform and opening up, with the development of the socialist market economy and the progress of science and culture, Chinese people’s brand awareness has also been strengthened, publishing brands are also emerging, but naturally formed, planning to create less, a single brand and more, the entire brand less. Domestic enough to have the brand of publishing house, but a few few. There are some single brand, but not very big. In addition to the internal mechanism of the enterprise, there are also the changes of the market and the impact of certain irregularities in the market on the brand. The market is segmented. Once a breed is in good shape,