关键词: 跨媒体出版, 出版品牌, 品牌创新

Abstract:

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.