香港书展研究

发布时间：2018-08-19 07:27

【摘要】：香港书展在长期的发展过程中,形成了独特的书展模式,推动着香港的图书出版产业,其影响范围远远超出香港这座城市,不仅是三大华文书展之一,也成为亚洲最大的综合性书展。对香港书展进行研究,需要深入了解香港书展的历史流变、发现其特色与功能、剖析现存问题所在,并针对其存在问题提出尝试性建议。香港书展的历史流变主要从四个角度进行概括:一是书展性质从商业到文化的变迁,香港书展从完整的商业性书展逐渐走向商业与文化融合的书展,从而书展开始关注文化性,使得书展成为市场化运作的文化展览;二是书展规模的变迁,主要体现在香港书展参展人次从20万人次到102万人次的飞跃,参展商地域范围的扩大及数量的增加,书展场地、展期及文化活动历经的变迁;三是书展内容从单一向多元迈进;四是传播方式从传统媒介向新型媒介的变迁,在广告宣传及数字内容的传播方面顺应时代不断变化。经过历史的沉淀,香港书展逐渐体现出在阅读环境双语化、地理区位枢纽化、文化韵味本土化、展览设置主题化、会展运营专业化等方面的特色。随着书展业务范围的扩大,其主要功能也发生着新的变化,目前书展主要凸显了多元交汇、模式探索、文化交流、产业拓展、形象展示等方面的功能。香港书展也存在一定的问题,主要表现在三个层面:其一,香港书展对文化氛围的建构略有不足,娱乐氛围过度,媒体报道偏离书展本质,书展属于公共阅读空间,其阅读质量有待提升;其二,港外市场的拓展问题,书展在核心中转方面的优势未能完全发挥;其三,数字技术突飞猛进,数字时代对书展带来新变化的同时也对书展造成一定的负面影响。在这种背景下香港书展可以从三个角度进行优化:首先,强化书展的文化体验建构能力,提升书展参与主体的准入门槛,主办方创办更多高层次的文化活动,以提升书展的文化气息,改善阅读质量;其次,提高对海外市场的拓宽力度,借助“一国两制”的政治优势,开拓内地市场,发挥会展资源与服务优势,拓宽文化体验旅游通道;最后,面对数字时代的冲击,积极应对挑战,引入数字媒体技术,可以开设“虚拟展位”,丰富展品内容,开展立体化服务。
[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.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2

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