一、出版品牌延伸策略的概念和功效 我国的出版业已由产品竞争、资本竞争阶段上升到品牌竞争的高级阶段,品牌日益成为市场决胜的关键。品牌营销作为一种全新的营销手段,已逐渐成为出版社获取两个效益双丰收的“不二法门”。一般认为,出版品牌营销策略的实施应包括三个要素:品牌定位、品牌开发和品牌的管理与延伸。品牌延伸策略是出版品牌形成以 First, the concept and effectiveness of publishing brand extension strategy China’s publishing industry has been from product competition, capital competition stage to the advanced stage of brand competition, the brand has become the key to market victory. As a new marketing tool, brand marketing has gradually become the “only way” for publishers to obtain two bumper harvests. Generally believed that the implementation of publishing brand marketing strategy should include three elements: brand positioning, brand development and brand management and extension. Brand extension strategy is the formation of publishing brands