少儿图书的品牌特性与品牌塑造

发布时间：2018-05-04 06:06

本文选题：少儿图书 + 品牌特性　；参考：《湖南大学》2010年硕士论文

【摘要】： 图书作为一种商品,其产业性质的核心是内容。因此,图书与一般商品相比存在许多不同的特性。少儿图书读者对象的特殊性,使得少儿图书与一般成人图书相比,在图书的选题、内容、制作、营销等方式上也有较大不同。因此,少儿图书的品牌呈现几个方面的特性。内容品性上表现为故事性第一、叙述语言简洁灵动、文字差错率更低；识别系统上表现为外观设计更具视觉冲击力、装帧设计更具人性化关怀、出版形象更具亲和力和专业性。这是少儿图书品牌的外在特性要求。价值文化上表现为健康积极的思想导向,以少儿为先的出版理念,不断创新的品牌文化；风格个性上表现为鲜明轻快的出版风格、连贯统一的制作风格,灵活机敏、引领潮流的宣传个性。这是少儿图书品牌的内在特性要求。通过少儿图书的品牌特性研究,对少儿图书品牌的塑造提出针对性策略。第一,基于外在特性的品牌定位包括：少儿图书品牌的内容品性定位、识别形象定位。第二,基于内在特性的品牌表达包括：以少儿视角优化品牌出版,以少儿关怀树立品牌形象,以少儿特点强化品牌个性。 “淘气包马小跳”作为我国少儿图书原创文学的“领头羊”,历经七年依然保持畅销常销,其品牌特性是鲜明的,在接力出版社的精心打造下成为品牌塑造与开发的典范。作者杨红樱关注和关爱少儿的成长,以解放少儿天性、解读少儿内心为宗旨,以少儿视角、少儿关怀、少儿特点来创作作品,给我国少儿读者带来优质读物的同时,也给少儿图书市场的发展起到推动作用。少儿图书的品牌特性研究,拓宽了少儿图书出版研究领域,并且对少儿图书出版的发展少儿图书的品牌塑造提供了清晰思路：从少儿图书品牌的外、内在特性出发,进行准确的品牌定位与贴切的品牌表达。
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G232

【引证文献】