本文選題：少兒圖書 + 品牌特性　； 參考：《湖南大學(xué)》2010年碩士論文

【摘要】： 圖書作為一種商品,其產(chǎn)業(yè)性質(zhì)的核心是內(nèi)容。因此,圖書與一般商品相比存在許多不同的特性。少兒圖書讀者對象的特殊性,使得少兒圖書與一般成人圖書相比,在圖書的選題、內(nèi)容、制作、營銷等方式上也有較大不同。因此,少兒圖書的品牌呈現(xiàn)幾個方面的特性。內(nèi)容品性上表現(xiàn)為故事性第一、敘述語言簡潔靈動、文字差錯率更低；識別系統(tǒng)上表現(xiàn)為外觀設(shè)計(jì)更具視覺沖擊力、裝幀設(shè)計(jì)更具人性化關(guān)懷、出版形象更具親和力和專業(yè)性。這是少兒圖書品牌的外在特性要求。價(jià)值文化上表現(xiàn)為健康積極的思想導(dǎo)向,以少兒為先的出版理念,不斷創(chuàng)新的品牌文化；風(fēng)格個性上表現(xiàn)為鮮明輕快的出版風(fēng)格、連貫統(tǒng)一的制作風(fēng)格,靈活機(jī)敏、引領(lǐng)潮流的宣傳個性。這是少兒圖書品牌的內(nèi)在特性要求。 通過少兒圖書的品牌特性研究,對少兒圖書品牌的塑造提出針對性策略。第一,基于外在特性的品牌定位包括：少兒圖書品牌的內(nèi)容品性定位、識別形象定位。第二,基于內(nèi)在特性的品牌表達(dá)包括：以少兒視角優(yōu)化品牌出版,以少兒關(guān)懷樹立品牌形象,以少兒特點(diǎn)強(qiáng)化品牌個性。 “淘氣包馬小跳”作為我國少兒圖書原創(chuàng)文學(xué)的“領(lǐng)頭羊”,歷經(jīng)七年依然保持暢銷常銷,其品牌特性是鮮明的,在接力出版社的精心打造下成為品牌塑造與開發(fā)的典范。作者楊紅櫻關(guān)注和關(guān)愛少兒的成長,以解放少兒天性、解讀少兒內(nèi)心為宗旨,以少兒視角、少兒關(guān)懷、少兒特點(diǎn)來創(chuàng)作作品,給我國少兒讀者帶來優(yōu)質(zhì)讀物的同時,也給少兒圖書市場的發(fā)展起到推動作用。 少兒圖書的品牌特性研究,拓寬了少兒圖書出版研究領(lǐng)域,并且對少兒圖書出版的發(fā)展少兒圖書的品牌塑造提供了清晰思路：從少兒圖書品牌的外、內(nèi)在特性出發(fā),進(jìn)行準(zhǔn)確的品牌定位與貼切的品牌表達(dá)。
[Abstract]:Books as a commodity, its industrial nature of the core is the content. Therefore, there are many different characteristics of books compared with general commodities. The particularity of the readers of children's books makes the children's books different from the general adult books in the methods of selecting topics, contents, making, marketing and so on. Therefore, the children's book brand presents several aspects of the characteristics. The character of the content is as follows: first, the narrative language is simple and intelligent, and the error rate is lower; in the recognition system, the appearance design is more visual impact, the binding design is more caring, the publishing image is more friendly and professional. This is the children's book brand's external characteristics requirements. The value culture is characterized by healthy and positive thinking, child-first publishing concept, innovative brand culture, distinctive and brisk publishing style, consistent and unified production style, flexibility and agility. Leading the trend of propaganda personality. This is the children's book brand's inherent characteristics requirements. By studying the brand characteristics of children's books, this paper puts forward targeted strategies for children's books. First, the brand positioning based on external characteristics includes: children's book brand content positioning, identity image positioning. Secondly, the brand expression based on the inherent characteristics includes: optimizing the brand publishing from the children's perspective, setting up the brand image with the children's care, and strengthening the brand personality with the children's characteristics. As the "leader" of the original literature of children's books in our country, "the little dance of the naughty and enchanting horse", after seven years, it still sells well, and its brand characteristic is bright, and it has become the model of brand shaping and development under the elaborate creation of relay publishing house. The author of Yang Hongying pays attention to and cares for the growth of children, aims at liberating children's nature and interpreting children's hearts, creates works from the children's perspective, children's care, and children's characteristics, and at the same time brings high-quality reading materials to our children's readers. Also give children's book market to play a role in promoting the development. The research on the brand characteristics of children's books widens the research field of children's books publication, and provides a clear idea for the development of children's books' development, the brand shaping of children's books: starting from the internal characteristics of children's books' brands, Accurate brand positioning and appropriate brand expression.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G232

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 付倩倩;產(chǎn)業(yè)鏈視角下的國內(nèi)少兒出版發(fā)展策略研究[D];安徽大學(xué);2012年

2 呂海茹;中國少兒圖書出版競爭狀況分析[D];安徽大學(xué);2012年

3 李璐;兒童書籍設(shè)計(jì)探究[D];山西師范大學(xué);2013年

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本文編號：1841896