新世纪伊始 ,我国加入ＷＴＯ的进程已到了最后的阶段 ,国际出版资本的扩张渗透和国内出版市场的激烈竞争 ,使出版社面临着严峻的挑战 ,一些出版社借鉴国外出版企业的成功经验 ,已开始将经营工作的重心由产品经营向品牌经营过渡 ,打造自己的图书品牌。品牌经营与产品经营相比 , At the beginning of the new century, the process of China’s accession to the WTO has come to the final stage. The expansion and infiltration of international publishing capital and the intense competition in the domestic publishing market make publishing houses face severe challenges. Some publishers, drawing on the successful experience of foreign publishing companies, Beginning the transition from product management to brand management, and create your own book brand. Compared with the brand management and product management,