在经济全球化步伐日益加快的今天,市场竞争愈演愈烈,形象越来越成为企业生存发展的决定因素之一,形象制胜成为历史发展不可逆转的强大趋势。对出版企业来说,企业形象战略已经成为其经营战略管理的一个必不可少的部分。出版产品很大程度上属于一种精神产品,在物质形式的生产和消费逐渐让步于非物产品的生产和消费的精神时代里,它的营销更加依赖于形象的建立和推广。 As the pace of economic globalization is accelerating day by day, the market competition is becoming increasingly fierce. The image has become one of the determinants of the survival and development of enterprises. Image winning has become an irreversible and powerful trend of historical development. For publishing companies, the corporate image strategy has become an indispensable part of its business strategy management. To a large extent, the published product belongs to a spiritual product. Its marketing is more dependent on the establishment and promotion of the image in the spiritual era in which the production and consumption of the material form gradually concessions in the production and consumption of non-physical goods.