图书出版行业面临着大变革,图书出版企业之间的竞争由产品竞争、质量竞争、服务竞争转向更加综合的品牌竞争。图书市场的激烈竞争、地域性和行业性的限制、读者阅读习惯的改变是图书品牌塑造面临的三大难题。迭代创新、口碑、体验是互联网思维的核心要素。互联网时代,图书品牌塑造呈现出新的特点,基于互联思维的图书品牌精准定位、迭代创新、线上线下有机结合、全方位体验等策略成为图书品牌塑造的主要内容。 Books publishing industry is facing great changes. The competition between book publishing companies shifts from product competition, quality competition and service competition to more comprehensive brand competition. The fierce competition in the book market, regional and industrial restrictions, changes in readers’ reading habits are the three major problems facing the book brand building. Iterative innovation, word of mouth, experience is the core element of Internet thinking. Internet age, book brand building showing new features, based on the interconnected thinking of the book brand positioning accuracy, iterative innovation, online and offline combination, all-round experience and other strategies to become the main content of the book brand building.