我国胎教类图书现状研究

发布时间：2018-10-19 19:31

【摘要】：改革开放前期，我国整体经济落后，对外封闭，人民生活仅仅停留在温饱水平。人们根本无暇也无能力顾及胎教，也极少有胎教类图书的出版。直至20世纪90年代，胎教在经济、文化发展较快的城市才首先得到人们的关注，并获得一定范围的认可，胎教才开始在中国大地上苏醒，出版社开始出版胎教类图书。随着“计划生育”政策的实施与国家城市化进程的深化，胎教类图书的出版品种与发行数量快速增长，出版规模逐渐扩大，进入繁荣发展期。胎教类图书作为胎教知识传播的主要媒介，是为了满足读者对专业胎教效果的预期，即拥有正确的胎教方法，从性格、智力、兴趣等方面对胎儿进行科学的早期培养，同时也包括孕期各阶段的注意事项及营养搭配和补充等。胎教类图书对科学指导胎教、促进胎儿智力发展，提高人口素质意义重大。随着胎教类图书出版的规模化，它呈现出专业实用、清新趣味、通俗易懂、资深孕产医学专家编著、多渠道营销和内地图书占主导地位等特点。但是，胎教类图书正处不断成长完善与迅速转型时期，在图书出版流程各阶段都还存在许多阻碍其健康发展的因素，如选题重复、同质化现象严重、出版分散化、品牌建设落后、销售渠道不畅、营销手段欠缺和农村图书市场开发不足等，严重制约着胎教类图书的发展。本文具体深入挖掘了问题的根源，并针对性地提出了应对策略，如选题创新，图书形态差异化，打造品牌图书与出版社，开拓全方位、立体式的营销体系和开发农村图书市场等。同时，本文还对胎教类图书将来的出版规模与中医胎教选题提出了展望。对胎教类图书出版的研究有助于我们系统地掌握胎教类图书市场供求情况，并及时准确地认识到胎教类图书出版存在的问题，从而为胎教类图书出版提供科学有效的意见和建议，使胎教图书出版更切市场合经济运行规律；有助于减少胎教类图书的重复出版和无效出版，通过降低成本为胎教类图书市场创造良好的经济效益，推动出版经济文化的进一步繁荣，促进胎教类图书行业甚至整个出版业的持续健康发展。本文共分为五章。第一章简要介绍了国内外胎教相关背景，以及本文所采用的研究方法，并总结了胎教类图书出版的社会与经济效益；第二章主要归纳了胎教与胎教类图书的概念与内涵，采用数据统计分析的方法归纳出胎教类图书及音像制品在不同历史发展阶段的出版规模，概括了胎教类图书的主要特点，并以调查问卷的形式对我国胎教类图书的市场需求做了深入地调查分析；第三章总结了胎教类图书出版所存在的问题，并对其原因进行了深入的解析；第四章提出了胎教类图书出版的应对策略；第五章根据胎教类图书的主要特点，，对其发展趋势作了展望。
[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.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2-F

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