【摘要】：本文首先考查并界定了傳統(tǒng)蒙學(xué)圖書的相關(guān)概念和范圍。當(dāng)前,傳統(tǒng)蒙學(xué)圖書的出版有著重要的現(xiàn)實(shí)意義,無(wú)論是對(duì)于傳統(tǒng)文化的繼承還是對(duì)當(dāng)代兒童的啟蒙教育都是大有裨益的。傳統(tǒng)蒙學(xué)圖書經(jīng)過先秦到清末民初的千年發(fā)展,在每個(gè)時(shí)代都留下了獨(dú)特的文化烙印,不同時(shí)期的不同編輯特色展示了一個(gè)時(shí)代的影子和文化走向。但是,傳統(tǒng)蒙學(xué)圖書在當(dāng)代的出版現(xiàn)狀不容樂觀,微弱的市場(chǎng)份額使其在十分龐大的少兒出版市場(chǎng)舉步維艱。本文結(jié)合當(dāng)前市場(chǎng)上出版的一系列傳統(tǒng)蒙學(xué)圖書進(jìn)行思考和研究,總結(jié)出傳統(tǒng)蒙學(xué)圖書出版存在的同質(zhì)化、分散化、編排失當(dāng)、營(yíng)銷單一等問題。針對(duì)這些問題,提出了相應(yīng)的出版策略。這些出版策略包括:傳統(tǒng)蒙學(xué)圖書要實(shí)現(xiàn)書系的品牌化,在內(nèi)容的編輯和外在的裝幀上,都要符合兒童啟蒙閱讀的特點(diǎn)和習(xí)慣,在發(fā)行營(yíng)銷上,走多渠道和新媒體結(jié)合的道路,以適應(yīng)新時(shí)期的圖書營(yíng)銷市場(chǎng)。
[Abstract]:This paper first examines and defines the related concepts and scope of traditional books. At present, the publication of traditional books is of great practical significance, not only for the inheritance of traditional culture but also for the enlightening education of contemporary children. Through the development of the millennium from the pre-Qin Dynasty to the end of the Qing Dynasty, the traditional Mongolian books have left unique cultural imprints in each era, and the different editing characteristics of different periods have shown the shadow and cultural trend of a time. However, the current situation of traditional books in the contemporary publishing is not optimistic, the weak market share makes it difficult in the huge children's publishing market. Based on a series of traditional books published in the market, this paper sums up the problems of homogeneity, decentralization, misarrangement and single marketing of traditional books. Aiming at these problems, the corresponding publishing strategy is put forward. These publishing strategies include: to achieve the brand of the book system in traditional books, to conform to the characteristics and habits of children's enlightening reading in the editing of content and external binding, and to take the road of multi-channel and new media combination in distribution and marketing. In order to adapt to the new era of book marketing.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G629.299;G237.9

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