关键词: 出版企业, 可持续品牌经营, 资源整合

Abstract:

Stronger China’s publishing industry is based on the sustainable brand management of publishing enterprises. The aim of this paper is to explore how to achieve sustainable brand management for our publishing enterprises， and the authors take Guangdong Publishing Group as a case. This paper puts forward four views. Firstly， publishing enterprise reformation and innovation is the basis of the sustainable brand management.Secondly， speciality positioning helps to enhance their brand competitiveness. Thirdly， brand structure established can help to promote the rational distribution of its brand management.Lastly， brand alliances contribute to its integration resources to achieve cross-media brand management.