基于重大出版项目的品牌构建路径——以“大飞机出版工程”为例  

Brand Building Path Based on Major Publishing Projects−Taking the"Large Aircraft Publishing Project"as An Example

作　　者：钱方针 QIAN Fangzhen(Shanghai Jiao Tong University Press)

机构地区：[1]上海交通大学出版社

出　　处：《出版与印刷》2023年第5期65-72,共8页Publishing & Printing

基　　金：国家出版基金“大飞机出版工程·民机先进航电系统及应用系列”(编号2019V-002);国家出版基金“大飞机出版工程·商用飞机系统工程系列”(编号2022V-008)。

摘　　要：为了更好地促进新时代出版的高质量发展和图书品牌构建,文章系统梳理入选国家重点图书出版规划项目和国家出版基金项目“大飞机出版工程”十四载的出版历程,全面展示重大出版项目的学术专家和编辑团队的筚路蓝缕之功,提出“大飞机出版工程”按“引进−原创−输出”、主题系列化、全方位知识服务推进项目可持续发展,通过协同创新构建品牌成长路径,包括:强化顶层设计,做好战略研究;强化团队协作,做好政策保障;遵循学术规范,注重质量发展;注重编辑培养,强化传承创新;探索专业营销,构建良好的出版生态;借助国家出版基金,沉淀和发展图书品牌。从创新内容传播形式和推动立体化知识服务平台建设两方面分析,指出融合出版是其未来发展的机遇与挑战。In order to better promote the high-quality publishing development and book brand construction in the new era,this paper systematically sorts out the 14-year publishing process of the"Large Aircraft Publishing Project",which is selected as the national key book publishing planning project and the national publishing fund project,fully displays the contributions of the academic experts and editorial teams of major publishing projects,and puts forward that the"Large Aircraft Publishing Project"promotes the sustainable development of the project according to"introduction-originality-output",theme serialization and all-round knowledge service.Moreover,the book brand will be precipitated and developed through the ways of collaborative innovation,including strengthening top-level design and conducting strategic research;strengthening teamwork and doing a good job in policy protection;following academic norms and paying attention to quality development;paying attention to the cultivation of editors and strengthening inheritance and innovation;exploring professional marketing and building the good publishing ecology;with the help of the national publishing fund,settling and developing book brands.From the perspectives of innovating content dissemination forms and promoting the construction of three-dimensional knowledge service platforms,it is pointed out that integrated publishing is an opportunity and a challenge for its future development.

关 键 词：“大飞机出版工程” 重大出版项目 品牌构建 

分 类 号：G239.2[文化科学]