CAJ | 학술논문

近年来，在“个人出书”的范畴内，企业和企业家传记等企业书籍异军突起，成为财经类书籍的一个非常重要的组成部分。企业书籍在企业品牌传播方面的影响力也越来越为企业所重视。常见的企业类书籍主要包括企业或企业家传记类、企业运营管理模式类、企业品牌故事类和企业培训教材或案例总结类四大类。企业书籍在企业品牌传播中有着与其他传统营销手段所不同的优势，但与此同时，目前国内的一些企业类书籍也存在着一定的问题，这些问题如果没有得到足够的重视和解决，将不仅起不到增加企业品牌美誉度和权威性的作用，反而会对企业的品牌和形象造成不利的影响。
근년래，재“개인출서”적범주내，기업화기업가전기등기업서적이군돌기，성위재경류서적적일개비상중요적조성부분。기업서적재기업품패전파방면적영향력야월래월위기업소중시。상견적기업류서적주요포괄기업혹기업가전기류、기업운영관리모식류、기업품패고사류화기업배훈교재혹안례총결류사대류。기업서적재기업품패전파중유착여기타전통영소수단소불동적우세，단여차동시，목전국내적일사기업류서적야존재착일정적문제，저사문제여과몰유득도족구적중시화해결，장불부기불도증가기업품패미예도화권위성적작용，반이회대기업적품패화형상조성불리적영향。
In recent years, in the field of individual publication, the enterprise books from enterprises and entrepreneur biographies rise up like bamboo shoots, become an important part of financial books. The influence on brand publicity is valued by the enterprises. The common types on enterprise books are biographies on enterprises or entrepreneurs, enterprise management pattern, anecdotes on enterprise brand, and training textbooks or case summaries. The enterprise books have special advantages in brand publicity compared with traditional marketing means, however, some disadvantages need solving completely, otherwise, the enterprise books can not play the role of enhancing reputation and authority of the enterprise brand, even have unfavorable effect.