【摘要】：改革開放前期，我國(guó)整體經(jīng)濟(jì)落后，對(duì)外封閉，人民生活僅僅停留在溫飽水平。人們根本無(wú)暇也無(wú)能力顧及胎教，也極少有胎教類圖書的出版。直至20世紀(jì)90年代，胎教在經(jīng)濟(jì)、文化發(fā)展較快的城市才首先得到人們的關(guān)注，并獲得一定范圍的認(rèn)可，胎教才開始在中國(guó)大地上蘇醒，出版社開始出版胎教類圖書。隨著“計(jì)劃生育”政策的實(shí)施與國(guó)家城市化進(jìn)程的深化，胎教類圖書的出版品種與發(fā)行數(shù)量快速增長(zhǎng)，出版規(guī)模逐漸擴(kuò)大，進(jìn)入繁榮發(fā)展期。 胎教類圖書作為胎教知識(shí)傳播的主要媒介，是為了滿足讀者對(duì)專業(yè)胎教效果的預(yù)期，即擁有正確的胎教方法，從性格、智力、興趣等方面對(duì)胎兒進(jìn)行科學(xué)的早期培養(yǎng)，同時(shí)也包括孕期各階段的注意事項(xiàng)及營(yíng)養(yǎng)搭配和補(bǔ)充等。胎教類圖書對(duì)科學(xué)指導(dǎo)胎教、促進(jìn)胎兒智力發(fā)展，提高人口素質(zhì)意義重大。隨著胎教類圖書出版的規(guī)�；�，它呈現(xiàn)出專業(yè)實(shí)用、清新趣味、通俗易懂、資深孕產(chǎn)醫(yī)學(xué)專家編著、多渠道營(yíng)銷和內(nèi)地圖書占主導(dǎo)地位等特點(diǎn)。但是，胎教類圖書正處不斷成長(zhǎng)完善與迅速轉(zhuǎn)型時(shí)期，在圖書出版流程各階段都還存在許多阻礙其健康發(fā)展的因素，如選題重復(fù)、同質(zhì)化現(xiàn)象嚴(yán)重、出版分散化、品牌建設(shè)落后、銷售渠道不暢、營(yíng)銷手段欠缺和農(nóng)村圖書市場(chǎng)開發(fā)不足等，嚴(yán)重制約著胎教類圖書的發(fā)展。本文具體深入挖掘了問題的根源，并針對(duì)性地提出了應(yīng)對(duì)策略，如選題創(chuàng)新，圖書形態(tài)差異化，打造品牌圖書與出版社，開拓全方位、立體式的營(yíng)銷體系和開發(fā)農(nóng)村圖書市場(chǎng)等。同時(shí)，本文還對(duì)胎教類圖書將來(lái)的出版規(guī)模與中醫(yī)胎教選題提出了展望。 對(duì)胎教類圖書出版的研究有助于我們系統(tǒng)地掌握胎教類圖書市場(chǎng)供求情況，并及時(shí)準(zhǔn)確地認(rèn)識(shí)到胎教類圖書出版存在的問題，從而為胎教類圖書出版提供科學(xué)有效的意見和建議，使胎教圖書出版更切市場(chǎng)合經(jīng)濟(jì)運(yùn)行規(guī)律；有助于減少胎教類圖書的重復(fù)出版和無(wú)效出版，通過降低成本為胎教類圖書市場(chǎng)創(chuàng)造良好的經(jīng)濟(jì)效益，推動(dòng)出版經(jīng)濟(jì)文化的進(jìn)一步繁榮，促進(jìn)胎教類圖書行業(yè)甚至整個(gè)出版業(yè)的持續(xù)健康發(fā)展。 本文共分為五章。第一章簡(jiǎn)要介紹了國(guó)內(nèi)外胎教相關(guān)背景，以及本文所采用的研究方法，并總結(jié)了胎教類圖書出版的社會(huì)與經(jīng)濟(jì)效益；第二章主要?dú)w納了胎教與胎教類圖書的概念與內(nèi)涵，采用數(shù)據(jù)統(tǒng)計(jì)分析的方法歸納出胎教類圖書及音像制品在不同歷史發(fā)展階段的出版規(guī)模，概括了胎教類圖書的主要特點(diǎn)，并以調(diào)查問卷的形式對(duì)我國(guó)胎教類圖書的市場(chǎng)需求做了深入地調(diào)查分析；第三章總結(jié)了胎教類圖書出版所存在的問題，并對(duì)其原因進(jìn)行了深入的解析；第四章提出了胎教類圖書出版的應(yīng)對(duì)策略；第五章根據(jù)胎教類圖書的主要特點(diǎn)，，對(duì)其發(fā)展趨勢(shì)作了展望。
[Abstract]:In the early stage of reform and opening up, the whole economy of our country was backward, closed to the outside, and the people's life only stayed at the level of food and clothing. People have no time and ability to care about fetal education, and very few publications of fetal education books. Only in the 1990s, did fetal education first get people's attention in the cities with rapid economic and cultural development, and get a certain range of recognition. Only then did fetal education begin to wake up on the land of China, and the publishing house began to publish books on fetal education. With the implementation of "family planning" policy and the deepening of the national urbanization process, the number of publications and distribution of fetal education books has increased rapidly, and the publication scale has gradually expanded and entered a period of prosperity and development. As the main medium for the transmission of fetal education knowledge, the books of fetal education are intended to meet the expectations of readers for the effect of professional fetal education, that is, to have the correct method of fetal education, and to carry out scientific early cultivation of the fetus from the aspects of personality, intelligence, interest and so on. At the same time, it also includes the attention during pregnancy and nutrition matching and supplementation. The books of fetal education are of great significance to guiding fetal education scientifically, promoting the development of fetal intelligence and improving the quality of population. With the publication of fetal education books on a large scale, it presents the characteristics of professional and practical, fresh and interesting, easy to understand, senior medical experts of pregnancy and childbirth, multi-channel marketing and mainland books are dominant and so on. However, in the period of continuous growth and rapid transformation of fetal education books, there are still many factors that hinder their healthy development in each stage of book publishing process, such as repeated topics, serious homogenization, decentralized publishing, etc. Backward brand construction, poor sales channels, lack of marketing means and insufficient development of rural book market seriously restrict the development of fetal education books. This paper explores the root of the problem, and puts forward some countermeasures, such as the innovation of topic selection, the differentiation of book form, the creation of brand book and publishing house, and the development of all-around. Three-dimensional marketing system and the development of rural book market. At the same time, the paper puts forward the prospect of the future publication scale of fetal education books and the topic selection of TCM fetal education. The research on the publication of fetal education books is helpful for us to understand the supply and demand of fetal education books in a systematic way, and to recognize the problems existing in the publication of fetal education books in a timely and accurate manner. Thus providing scientific and effective opinions and suggestions for the publication of fetal education books, making the publication of fetal education books more marketable and in line with the laws of economic operation, and helping to reduce the repeated publication and invalid publication of fetal education books, By reducing the cost, we can create good economic benefits for the market of fetal education books, promote the further prosperity of publishing economy and culture, and promote the sustainable and healthy development of the books industry of fetal education and even the whole publishing industry. This paper is divided into five chapters. The first chapter briefly introduces the related background of fetal education at home and abroad, and the research methods adopted in this paper, and summarizes the social and economic benefits of the publication of fetal education books, the second chapter mainly summarizes the concept and connotation of fetal education and fetal education books. The publication scale of fetal education books and audiovisual products in different historical stages is summed up by the method of data statistical analysis, and the main characteristics of fetal education books are summarized. The third chapter summarizes the problems existing in the publication of fetal education books, and analyzes the reasons for them. The fourth chapter puts forward the corresponding strategies for the publication of fetal education books, and the fifth chapter looks forward to its development trend according to the main characteristics of fetal education books.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G239.2-F

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