【摘要】：香港書展在長期的發(fā)展過程中,形成了獨特的書展模式,推動著香港的圖書出版產(chǎn)業(yè),其影響范圍遠遠超出香港這座城市,不僅是三大華文書展之一,也成為亞洲最大的綜合性書展。對香港書展進行研究,需要深入了解香港書展的歷史流變、發(fā)現(xiàn)其特色與功能、剖析現(xiàn)存問題所在,并針對其存在問題提出嘗試性建議。香港書展的歷史流變主要從四個角度進行概括:一是書展性質(zhì)從商業(yè)到文化的變遷,香港書展從完整的商業(yè)性書展逐漸走向商業(yè)與文化融合的書展,從而書展開始關(guān)注文化性,使得書展成為市場化運作的文化展覽;二是書展規(guī)模的變遷,主要體現(xiàn)在香港書展參展人次從20萬人次到102萬人次的飛躍,參展商地域范圍的擴大及數(shù)量的增加,書展場地、展期及文化活動歷經(jīng)的變遷;三是書展內(nèi)容從單一向多元邁進;四是傳播方式從傳統(tǒng)媒介向新型媒介的變遷,在廣告宣傳及數(shù)字內(nèi)容的傳播方面順應(yīng)時代不斷變化。經(jīng)過歷史的沉淀,香港書展逐漸體現(xiàn)出在閱讀環(huán)境雙語化、地理區(qū)位樞紐化、文化韻味本土化、展覽設(shè)置主題化、會展運營專業(yè)化等方面的特色。隨著書展業(yè)務(wù)范圍的擴大,其主要功能也發(fā)生著新的變化,目前書展主要凸顯了多元交匯、模式探索、文化交流、產(chǎn)業(yè)拓展、形象展示等方面的功能。香港書展也存在一定的問題,主要表現(xiàn)在三個層面:其一,香港書展對文化氛圍的建構(gòu)略有不足,娛樂氛圍過度,媒體報道偏離書展本質(zhì),書展屬于公共閱讀空間,其閱讀質(zhì)量有待提升;其二,港外市場的拓展問題,書展在核心中轉(zhuǎn)方面的優(yōu)勢未能完全發(fā)揮;其三,數(shù)字技術(shù)突飛猛進,數(shù)字時代對書展帶來新變化的同時也對書展造成一定的負面影響。在這種背景下香港書展可以從三個角度進行優(yōu)化:首先,強化書展的文化體驗建構(gòu)能力,提升書展參與主體的準入門檻,主辦方創(chuàng)辦更多高層次的文化活動,以提升書展的文化氣息,改善閱讀質(zhì)量;其次,提高對海外市場的拓寬力度,借助“一國兩制”的政治優(yōu)勢,開拓內(nèi)地市場,發(fā)揮會展資源與服務(wù)優(yōu)勢,拓寬文化體驗旅游通道;最后,面對數(shù)字時代的沖擊,積極應(yīng)對挑戰(zhàn),引入數(shù)字媒體技術(shù),可以開設(shè)“虛擬展位”,豐富展品內(nèi)容,開展立體化服務(wù)。
[Abstract]:During the long-term development of Hong Kong Book Fair, a unique model of Book Fair has been formed, which promotes the book publishing industry in Hong Kong. Its influence extends far beyond the city of Hong Kong. It is not only one of the three major Chinese book fairs, but also the largest comprehensive book fair in Asia. The historical changes of the Hong Kong Book Fair are summarized from four aspects: first, the change of the nature of the book fair from commerce to culture, the gradual change of the Hong Kong Book Fair from a complete commercial book fair to a Book Fair of commercial and cultural integration, and thus books. The second is the change of the scale of the book fair, which is mainly reflected in the leap of the number of exhibitors from 200,000 to 1.02 million, the expansion of the regional scope and the increase of the number of exhibitors, the changes of the exhibition venues, exhibition periods and cultural activities; and the third is the content of the book fair. Fourthly, the way of communication has changed from traditional media to new media, adapting to the changing times in advertising and digital content dissemination. With the expansion of the business scope of the book fair, its main functions have also undergone new changes. At present, the book fair mainly highlights the functions of multi-intersection, mode exploration, cultural exchanges, industrial development, image display and so on. The exhibition has a slight deficiency in the construction of cultural atmosphere, an excessive entertainment atmosphere, media reports deviating from the nature of book exhibition, book exhibition belongs to the public reading space, and its reading quality needs to be improved; secondly, the expansion of the Hong Kong and foreign markets, the advantages of book exhibition in the core transit can not be fully played; thirdly, the rapid development of digital technology, the digital age brings about book exhibition. In this context, the Hong Kong Book Fair can be optimized from three perspectives: first, to strengthen the ability to construct cultural experience, to raise the entry threshold of participants, and to organize more high-level cultural activities to enhance the cultural atmosphere and improve reading. Secondly, the quality of the overseas market should be improved, the mainland market should be opened up, exhibition resources and service advantages should be brought into full play, and the channel of cultural experience tourism should be broadened by taking advantage of the political advantages of "one country, two systems"; finally, in the face of the impact of the digital age, digital media technology can be introduced to open "virtual booth" and enrich exhibits. Content, carry out three-dimensional service.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.2

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