市场存在竞争,竞争需要品牌。文化在品牌建设上先行一步,文化就能在图书市场上立于不败之地。本文试以上海的品牌图书建设为例展开分析。上海的图书品牌建设在历史上取得过辉煌的成就。在学科专业方面或在市场效应方面皆产生过脍炙人口的著名品牌。在改革开放 There is competition in the market, competition requires a brand. Culture takes the first step in brand building, and culture can be invincible in the book market. This article attempts to analyze the brand building in Shanghai as an example. Shanghai’s book brand building has made brilliant achievements in history. In the discipline of professional or market effect have produced well-known brands. In the reform and opening up