【作者】 石蕊；

【导师】 杨海平；

【作者基本信息】 南京大学 ， 编辑出版学， 2017， 博士

【摘要】 在信息化、数字化革命的浪潮洗礼下,进入新世纪的出版业在全球范围内正在经历着产业格局的重大调整和商业模式的不断迭代。我国出版业走过了以体制变革为中心的“十一五”时期和以业态变革为中心的“十二五”时期,十余年来通过转企改制、转型升级,已经完成了向出版大国挺进的阶段性目标,实现了前所未有的产业规模,整体市场呈现出多元化发展的健康态势。在这样的产业环境背景下,被誉为“书业风向标”的出版业会展,近些年来也取得了较大的发展,并且日益受到中央和各级政府的重视,我国当前已经形成了由北京图书订货会、北京国际图书博览会、全国图书交易博览会(原名“全国书市”,2007年更名)构成的全国性传统三大展,以城市办展为特色的台北书展、香港书展、上海书展等在华语出版领域具有较高影响力的会展,以及各级地方政府为推进书香社会建设工程而定期举办的江苏书展、深圳读书月、南国书香节等。在我国,每年与出版业相关的大大小小展会数量众多,这些书展不仅成为了我国出版业进行产品展示、信息传递、同业交流、版权交易的重要平台,而且日益走进普通大众的生活中,成为人们获取新知、书刊采购、阅读交流的重要文化参与舞台。纵观世界范围内文化产业的发展兴盛,会展能够在一定的时间和空间内,积聚产品流、信息流、人才流、文化流、技术流等,产生强大的产业关联效应,成为文化产业领域信息传递、商品贸易、知识传播、行业交流的重要舞台。在国际出版业会展舞台上,法兰克福书展、莱比锡书展、美国书展、伦敦书展等品牌展会,拥有比我国出版业会展更加悠久的发展历史,在全球出版界具有巨大的行业号召力,已然成为全球出版市场的“晴雨表”和“风向标”。我国出版业会展相比国外的会展,起步较晚,但发展势头迅猛,在不到30年的发展过程中,已经取得了不少突破。出版业会展在我国的文化产业版图中,日益受到国家新闻出版广电总局、文化部、外交部等国家机构和各级地方政府的重视,其在繁荣我国文化产业、促进文化走出去、建设书香社会等方面所具有的战略作用日益凸显。出版,从本质上讲是一种文化选择。出版业会展,从本质上来讲,就是优化出版业结构的过滤器和促进读者进行文化选择的助推器。它的发展程度和影响力,与出版业态本身的发展程度有着密切的关联性。在办展数量与办展频次日益增多的当下,我国虽然已经在出版业会展的举办上积累了较多的经验,然而与一些会展强国相比,我国的出版业会展仍然处于发展的初级阶段。在我国出版业会展的发展过程中,关于以下问题的深思非常有必要:出版业会展的研究范畴如何界定?出版业会展的办展类型有哪些?出版业会展的功能包括哪些方面?出版业会展对出版业所起到的作用有哪些?出版业会展未来将朝着什么趋势前行?我国当前出版业会展与国外出版业会展的差距有多大?我国出版业会展目前面临的挑战有哪些?中外出版业会展在未来的竞争与共荣将遵循什么样的态势?以上问题的产生,皆是源于我国当下出版业会展缺乏成熟的运作模式和经验,与具有国际影响力的出版业品牌展会差距较大,在会展的品牌化发展方面存在短板。因此,从品牌的角度作为切入路径,对出版业会展的品牌发展体系进行理论建构,深入研究我国出版业会展的品牌构建路径、品牌发展模式、品牌发展体系运作机制等问题,具有非常重要的理论探究意义和实证价值。在研究方法上,本文主要采用了文本分析法、参与式观察法、对比分析法、交叉研究法、案例研究法等,围绕研究主题,综合运用多种研究方法,力求拓展在选题研究上的深度。本文基于研究需要,在对中外出版业会展从品牌发展历程、理论研究现状进行梳理与对比的基础上,从品牌的系统输入、转换、输出的角度,对我国出版业会展的品牌意识与品牌定位、品牌构建与品牌管理、品牌评价与反馈等问题,进行了系统研究,进而对提升我国出版业会展品牌发展水平提出了相关策略建议。在理论探究的同时,本文对上海书展、南国书香节、长沙图书交易会等展会个案进行了深入研究,实现了理论研究与实证研究的密切结合,力求使此项研究对于我国出版业会展的发展具有理论参考价值和实证意义。当下,我国出版界每年举办数目繁多的各类会展,会展经济对于出版业的促进作用已经日益凸显;而在出版业会展大发展的背景下,理论界关于出版业会展的系统研究却寥寥无几,二者形成了较为明显的反差。鉴于此,本文在出版学研究领域中具有一定的开拓意义。目前,学术界关于我国出版业会展的研究,大多进行的是会展个案研究,视野较为单调。本文结合研究对象的特点,综合运用了产业经济学、品牌管理学、会展学、社会学等理论,对我国的出版业会展进行了系统化研究,在建构出版业会展品牌发展体系的基础上,对出版业会展品牌发展体系的运作机制进行了深入研究,这种研究方法对于出版学研究有一定的创新借鉴意义。当前国内关于出版业会展的研究,多是从单一案例出发,囿于研究视野的狭小,导致已有研究成果缺乏系统性的结论。本文对于出版业会展研究方面的创新性,主要表现在以下几个方面。首先,提出了“出版业会展品牌场域”的概念。本文引入了社会学中的场域理论来研究出版业会展,对出版业会展品牌场域的构成进行了分析,认为出版业会展的场域功能,主要体现为经济场域、文化场域、媒介场域、品牌场域等方面,并且指出了品牌场域在出版业会展场域中的引领地位。其次,针对我国出版业会展品牌的发展现状提出了系统化、协作化、生态化发展的战略理念。在深入研究出版业会展品牌发展体系及其运行机制的基础之上,结合中外出版业会展品牌发展案例对比研究,本文认为,系统化战略是出版业会展品牌发展体系发展的内生需求,有利于对当前我国出版业会展品牌发展粗放化现象进行制约与规范;协作化战略是出版业会展品牌共建的关键,对于解决当前我国出版业会展品牌构建内部利益不均衡问题,协调出版业会展品牌发展与外部环境之间的资源配置有着重要意义;生态化战略是优化出版业会展产业链,促进会展品牌可持续发展的重要保障。最后,提出了我国出版业会展品牌发展的阶段性优化策略。本文针对我国出版业会展,在品牌的系统输入阶段提出了四个导向意识,分别是互动化原则下的受众主体导向、差异化原则下的市场功能导向、动态化原则下的过程管理导向、对标化原则下的竞争对手定位导向;在品牌的系统转换阶段,提出了科学化品牌塑造战略的建立、受众为中心的品牌传播网络的打造、品牌资产长期管理体系的建立、品牌管理与品牌创新并重原则的坚持这四项策略;在品牌的系统输出阶段,提出了树立科学务实的会展品牌评价理念、发挥权威行业组织的积极作用、推进政府层面对于会展品牌的激励机制、重视会展品牌评价反馈机制构建等策略。更多还原

【Abstract】 Driven by the information and digital revolution,the publishing industry is experiencing a significant evolution in both fields of industrial pattern and business model at the world scale since entering the new century.In China,as an important component in the cultural industry,the publishing industry has experienced the transition from the institutional centered reform in the 11th Five-year-plan and the business structure centered reform in the 12th Five-year-plan.Through the reform and upgrade during the past decade,China has established its role as an important power in worldwide publishing industry,in terms of its industry scale and the healthy development and diversification of the market.In this context,the publishing industry exhibition,widely regarded as the weathercock of the book publishing industry,has experienced significant progress in recent years,and has attracted attentions from both central and local governments.There are three national traditional exhibitions,the Beijing Book Fair,the Beijing International Book Fair,and the National Book Exposition(formerly known as the National Book Fair before 2007).There are also highly influential exhibitions held by major cities,such as the Taipei Book Fair,the Hong Kong Book Fair,and the Shanghai Book Fair,and exhibitions conducted by local governments in order to cultivate people’s habit of reading,such as the South China Book Festival,the Shenzhen Reading Month,and the Jiangsu Book Fair.Such a variety of exhibition held year after year in our country,has become not only an important platform for product display,information exchange,and copyright trade,but also an important hub for people in terms of book trading,information exchange and interaction.Throughout worldwide development of cultural industry,exhibitions are widely regarded as an aggregation hub for flows of product,information,personnel,culture,and technology,all within limited time and space.Strong synergies can thus be created among the related sectors,rendering exhibitions an important stage of information exchange,commodity trade,and knowledge dissemination.In the arena of international publishing industry exhibition,brand exhibitions,such as the Frankfurt Book Fair,the Leipzig Book Fair,the American Book Fair,and the London Book Fair,have longer history than Chinese publishing industry exhibitions.Given their influence on global publishing industry,these exhibitions are regarded as the"barometer" and "weathercock" of global publishing market.Compared to them,Chinese publishing industry exhibitions start later,but with a rapid pace,having achieved many breakthroughs in the past three decades.Having received significant attentions from both the central administrations(e.g.,the State Administration of Press,Publication,Radio,Film and Television,the Ministry of Culture,the Ministry of Foreign Affairs)and local governments,Chinese publishing industry exhibition has enforced its role in booming Chinese cultural industry,promoting the strategy of going global,and cultivating people’s habit of reading.Publishing is a cultural choice in essence.The publishing industry exhibition plays the role of optimizing the structure of publishing industry and promoting cultural choice for readers,and is highly correlated with publishing industry itself.Today,with the increase of exhibitions in both quantity and frequency,China has accumulated much experience.However,compared with the major powers in the world,the publishing industry in China is still in a primary stage.It is thus necessary to look into the following questions:How to define the research scope of the publishing industry?How to categorize the publishing industry exhibition?What can the publishing industry exhibition bring?How does the publishing industry exhibition impact the industry?What is the future trend of the publishing industry exhibition?How to quantify the gap between the Chinese publishing industry exhibition with its foreign peers?What are the challenges faced by the Chinese publishing industry exhibition?How will the Chinese and foreign publishing industry exhibitions cooperate,interact and compete with each other?The above questions are motivated by the current situation of Chinese publishing industry exhibition,characterized by the lack of mature mode of operation and experience,the large gap to the developed publishing industry brand exhibitions,and the challenge of branding.Therefore,taking brand as a breakthrough point,this thesis has significant theoretical meaning and empirical value to construct theoretical system of publishing industry exhibition development,and to probe into brand construction path,brand development mode and brand operational mechanism of publishing industry exhibition in China.Methodologically,the thesis mainly adopts methods of text analysis,participant observation,comparative analysis,cross-sectional study,and case study.We also apply corresponding theories during the study in order to achieve an in-depth treatment of the topic.Motivated by the above research argument,in this thesis we conduct an inclusive and detailed survey and comparative analysis on the history of brand development and the state-of-the-art research on publishing industry exhibition in China and foreign countries.From the perspectives of input,conversion and output of brand system,we systematically study the problems of brand awareness,brand positioning,branding,brand communication,brand management,brand evaluation and feedback.We then provide constructive suggestions to guide the strategic choice of publishing industry exhibition brand development in China.Along with the theoretical exploration,this thesis further takes the Shanghai Book Fair,South China Book Festival,Changsha Book Fair as cases to empirically verify theoretical explorations.By closely combining theoretical and empirical research together,we strive to make our research both theoretically and practically tailored for the development of publishing industry exhibition in China.Currently,China’s publishing industry holds numerous exhibitions of rich variety,which increasingly boost the publishing industry in turn.In contrast,there is only limited body of researches on Chinese publishing industry exhibition.In this regard,the work presented in the thesis tries to bridge this gap and to expand the field of publishing studies.At present,concerning the researches of publishing industry exhibition in academia in China,they conduct ontological researches on exhibitions,with limited and monotonous regularity.Integrating the features of research target,this thesis comprehensively adopts corresponding theories in Industrial Economics,Brand Management,Exhibition Studies and Sociology into systematic study.Based on the construction of publishing industry exhibition brand development system,this thesis deeply explores the operational mechanism of publishing industry exhibition brand development system and its interactive mechanism with publishing industry.The entire research findings leave guidance for innovative research to publishing studies.Existing researches of publishing industry exhibition at home largely start from a single case and constrain into limited perspectives,which both lead to findings and conclusions lacking of systematic consideration.Given this,this thesis embodies innovative shining points to researches of publishing industry exhibition,mainly presented as follows:First of all,this thesis puts forward and defines the concepts of "Field of publishing industry exhibition brand".By introducing Field Theory in sociology studies,this thesis provides an analysis of the field of publishing industry,and assumes that the field functions of publishing industry exhibition are embodied in aspects of economic field,cultural field,media field,brand field and etc.,and further indicates the leading role of brand field in the field of publishing industry exhibition.Secondly,this thesis advances strategic concept of systematic,collaborative and ecological development,according to the current development of publishing industry exhibition brand in China.Based on scientific construction of the development system of the publishing industry exhibition brand and deep research on its operating mechanism,by comparatively studying the cases at home and abroad,this thesis argues that the systematic strategy is the endogenous demand of the publishing industry exhibition brand development system,which is helpful to restrict and standardize the current extensive phenomenon.Collaborative strategy is the key to the construction of the publishing industry exhibition brand.It is of great significance to solve the problem of the internal unbalanced interest distribution of the publishing industry in China,and to coordinate the development of the exhibition brand and external environment.Ecological strategy is to optimize the publishing industry exhibition chain,to promote the sustainable development of the exhibition brand.Finally,this thesis proposes the phased optimization strategy of publishing industry exhibition brand development in China.Combined with the present situation of its development,this thesis puts forward four guiding consciousness in the system input stage of branding,which are respectively,the orientation of the main body of the audience under the principle of interaction,the orientation of market function under the principle of differentiation,the orientation of process management under the dynamic principle,the orientation of competitor positioning under the principle of benchmarking.In the stage of system transition of branding,this thesis brings forward four optimization suggestions—the construction of scientific brand building,the production of brand-oriented brand communication network,the establishment of the long-term management system of the brand assets,the insistence on both brand management and brand innovation.In the stage of system output of branding,this thesis advances related strategies,which include building scientific and pragmatic concept of the exhibition brand evaluation,playing a positive role of the authoritative industry organization,promoting the incentive mechanism of the government level to the exhibition brand,and attaching importance to the construction of the evaluation mechanism of the exhibition brand evaluation.更多还原