在信息技术飞速发展和市场竞争日趋激烈的背景下,图书出版业生存日益艰难,而图书出版业品牌文化建设就显得尤为必要。本文分析认为,强化品牌文化建设,除了要注重品质,美化装帧,发挥人才优势,不断开拓创新,适应市场需求之外,最重要的一环是要形成品牌思维,认真推行品牌文化战略,大力创建出版品牌,形成品牌文化,促进整个产业的良好持续发展。 Under the background of the rapid development of information technology and the increasingly fierce market competition, the book publishing industry has become more and more difficult to survive. However, the building of a brand culture in the book publishing industry is especially necessary. The analysis of this paper argues that the most important part of strengthening the building of brand culture is to establish brand thinking and conscientiously implement the strategy of brand culture in addition to focusing on quality, beautifying and binding, giving play to the advantages of personnel, constantly blazing new trails and adapting to the market demand and vigorously creating Publication of the brand, the formation of brand culture, and promote the sustainable development of the entire industry.