CAJ | 학술논문

出版企业实现可持续品牌经营是我国出版业进一步做强的基础。本文就出版企业如何实现可持续品牌经营的策略展开探讨，并以广东省出版集团作为个案进行研究。文中提出，出版企业的体制改革和创新是实现可持续品牌经营的保障；特色定位有助于提升出版品牌的竞争力；品牌结构的确立促使品牌经营合理布局；品牌联盟有助于整合资源实现跨媒体的品牌经营。
출판기업실현가지속품패경영시아국출판업진일보주강적기출。본문취출판기업여하실현가지속품패경영적책략전개탐토，병이광동성출판집단작위개안진행연구。문중제출，출판기업적체제개혁화창신시실현가지속품패경영적보장；특색정위유조우제승출판품패적경쟁력；품패결구적학립촉사품패경영합리포국；품패련맹유조우정합자원실현과매체적품패경영。
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 established can help to promote the rational distribution of its brand management. Lastly contribute to its integration resources to achieve cross-media brand management. brand structure brand alliances