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出版行业的品牌意识相对其他行业而言较为滞后,而网络自出版品牌建构是关乎新兴出版业态未来发展的基础因素,因此本文从自出版的现状和问题出发探讨建立自出版品牌的必要性,进而结合媒介变迁的规律和品牌理论的演进,从产品结构、作者属性、营销策略、消费者洞察、生态价值链以及品牌理念6个层面阐释品牌体系的建设理念与策略转向,提出建立多元化产品形态、提升作者地位、重视社群营销以及将交易行为转向交往行为、从商业主体转向人文主体等建议,使网络自出版形成品牌共建体系和生态式发展前景。
The publishing industry’s brand awareness lags behind that of other industries. However, the construction of the internet brand from publication is the basic factor that relates to the future development of the emerging publishing industry. Therefore, this article discusses the necessity of establishing a self-publishing brand based on the current status and problems of publishing, According to the change of media and the evolution of brand theory, this paper explains the construction concept and strategy shift of the brand system from six aspects: product structure, author attribute, marketing strategy, consumer insight, ecological value chain and brand concept, and proposes to establish a diversified product form , Enhance the author’s status, emphasis on community marketing and transaction behavior to social behavior, from the main commercial subjects to the humanistic and other proposals, the network since the publication of the formation of brand building system and ecological development prospects.