摘要
回顾于丹自2006年国庆7天,在央视"百家讲坛"讲述《〈论语〉心得》的作品出版情况之后,关注于丹十年出版,分析于丹媒体形象和品牌延伸的二元互动,探讨于丹品牌出版的十年主题流变与未来走势。
This paper reviewed Yu Dan＇ s publication path which mainly focused on the popularization of the ancient Chinese culture since a 7-day series of her lectures entitled ＂Yu Dan＇ s Insights into the Analects＂ was broadcasted on CCTV during the National Day Holiday in 2006 as part of the Lecture Room program. By analyzing the positive and negative influences of publication theme and media image over the past ten years, the paper summarized the brand building and cultural values of Yu Dan, and pointed out in the end that, the publication of Yu＇ s Sinology essay collections ＂the true, the good and the beautiful＂ series indicated the canonization and serialization of Yu＇ s brand publishing, and that the brand culture construction of Yu＇ s Chinese culture popularization would continue to develop into more robust segment markets in depth.
作者
李潇
Li Xiao(Changjiang Literature and Art Publishing House, Wuhan, 43007)
出处
《出版科学》
CSSCI
北大核心
2016年第6期72-74,共3页
Publishing Journal
关键词
于丹
品牌出版
国学普及
出版主题
Yu Dan Brand publishing National culture popularization Publication theme
