【作者】 杨莉；

【导师】 陈宏平；

【作者基本信息】 湖南师范大学 ， 出版（专业学位）， 2022， 硕士

【摘要】 中华文明源远流长,古籍作为文明和文化的载体,积淀了中华上下五千年的政治、经济、文化等活动的发展脉络,对当代及后世都有重大的借鉴意义。古籍整理出版是功在当代利在千秋的宏伟事业,是一项不会被时代所抛弃的事业。进入新世纪以来,科学技术飞速发展,古籍出版面临着机遇与挑战并存的局面。一方面,技术使古籍出版的呈现形式更加多元;另一方面,行业竞争加剧,承担古籍整理事业的古籍出版社要想在行业内拥有一席之地,必须重新审视发展路径,汲取经验教训,弥补不足,在新的时代条件下,创新发展道路。岳麓书社作为一家专业的古籍出版社,专注于古籍出版事业的建设。本文着眼于39年来岳麓书社古籍出版的发展历程,通过调查法、访谈法、文献分析法,分析岳麓书社如何在国家政策的引领下,致力于文化的传承;在市场竞争日益激烈的情形下,探索古籍出版新道路,使岳麓品牌深入人心;在数字出版转型的浪潮下,大胆探索融合出版新路径,守正出新实现转型发展。通过调查研究,文章分析得出岳麓书社在古籍出版路径的探索中,重视中华优秀传统文化的传承,打造出古籍精品图书矩阵;出版社品牌、编辑品牌、营销品牌的三方助力,成就岳麓序列品牌;在困境之际,寻求差异化发展揽获读者;数字出版时代下,致力融合出版转型。不过,随着智能互联网时代的到来,岳麓书社古籍出版发展过程中逐渐暴露出观念落后、改革创新力度不够、组织架构陈旧、品牌影响力渐失、定价体系偏低、产品辨识度降低、人才队伍出现断层等不足。针对以上不足,本文提出如下建议,从更新观念出发,提高岳麓书社应对市场变化综合应用能力;重塑经典,焕发品牌生机;对不同的产品,或者是同类产品的不同形态精准营销,实施差异化定价;从海量古籍中发掘小众品种,发挥“长尾”优势;古籍编辑人才培养难度较大,可适时采取校企合作方式培养基础上的多途径、多方式等灵活多样的形式进行。基于上述思路的研究,旨在为现今古籍出版和专业出版提供一定的借鉴建议,从而促进古籍出版创新和中华文化更好地积累和传承。更多还原

【Abstract】 Chinese civilization has a long history.As the carrier of civilization and culture,ancient books have accumulated the development context of China’s political,economic,cultural and other activities for 5,000 years.The arranging and publishing of ancient books is a magnificent undertaking that will benefit the present and future generations,and it is a cause that will not be abandoned by the times.Since the beginning of the new century,with the rapid development of science and technology,the publishing of ancient books is faced with both opportunities and challenges.On the one hand,technology has made the presentation forms of ancient book publishing more diverse;on the other hand,the competition in the industry has intensified.If the ancient book publishing house that undertakes the business of ancient book sorting wants to have a place in the industry,it must re-examine the development path,learn from experience and lessons,and make up for deficiencies.In the new era conditions,innovation and development path.Yuelu Press,as a professional ancient book publishing house,focuses on the construction of ancient book publishing business.This article focuses on the development of Yuelu Press in the past 39 years,and analyzes how Yuelu Press is committed to cultural inheritance under the guidance of national policies through investigation,interview,and document analysis.Exploring a new way of publishing ancient books,making Yuelu brand deeply rooted in the hearts of the people;under the wave of digital publishing transformation,boldly explore a new path of integrated publishing,and achieve transformation and development.Through investigation and research,the article analyzes and concludes that Yuelu Press,in the exploration of ancient book publishing paths,attaches great importance to the inheritance of Chinese excellent traditional culture,and creates a matrix of ancient books quality books;the three-party assistance of publishing house brand,editor brand,and marketing brand achieves Yuelu serial brand;In difficult times,seek differentiated development to attract readers;in the era of digital publishing,it is committed to the transformation of integrated publishing.However,with the advent of the era of intelligent Internet,Yuelu Press has gradually exposed its backward concept,insufficient reform and innovation,outdated organizational structure,gradual loss of brand influence,low pricing system,low product recognition,and talent team in the development process of ancient book publishing.There are faults and other deficiencies.In view of the above deficiencies,this paper puts forward the following suggestions.Starting from the renewal concept,improve the comprehensive application ability of Yuelu Bookshelf in response to market changes;reshape the classics and rejuvenate the brand;implement differentiated precision marketing for different products or different forms of similar products Pricing;discovering niche varieties from a large number of ancient books,and giving full play to the "long tail" advantage;the training of ancient book editors is difficult,and it can be carried out in flexible and diverse forms such as multi-channel and multi-method on the basis of school-enterprise cooperation.The research based on the above ideas aims to provide some reference suggestions for the publishing of ancient books and professional publishing,so as to promote the innovation of ancient book publishing and the better accumulation and inheritance of Chinese culture.更多还原