论出版国际化品牌建设的保障与机制——基于“讲好中国故事”的需求为中心  

Guarantee and Mechanism of International Publishing Brand Building:Based on the Need to“Tell Chinese Stories Well”

作　　者：龚华静 Gong Huajing(Changjiang Children's Publishing HouseCo.,Ltd.,Wuhan 730070,China)

机构地区：[1]长江少年儿童出版社(集团)有限公司

出　　处：《文化软实力研究》2024年第1期42-51,共10页Studies on Cultural Soft Power

摘　　要：图书出版“走出去”的快速发展在构建中国话语体系的同时也带来了新的机遇与挑战,为此需要通过出版国际化品牌建设来继续推动“走出去”上升到新的层次。国际化品牌建设既是出版机构提升国际竞争力的关键,也是讲好中国故事、传播中国声音的重要抓手。它与讲好中国故事之间具有内在的关联。一方面,中国故事为品牌建设奠定了内容基础;另一方面,品牌建设为中国故事的传播提供了渠道。就出版国际化品牌建设讲好中国故事的现实诉求而言,需要从产品创新、产品线创新两个方面给予保障,从传播方式创新、传播渠道创新两个方面着手建立必要的机制。The rapid development of“going global”in book publishing has brought new opportunities and challenges to building China's discourse system.Therefore,it is necessary to continue promoting“going global”to a new level through the construction of international publishing brands.International brand building is essential for publishing organizations to improve their global competitiveness and promote China's voice.It is closely related to effectively communicating Chinese stories.Chinese stories serve as the foundation for content in brand building,while brand building provides channels for the dissemination of Chinese stories.To effectively communicate Chinese stories and build an international brand,it is necessary to guarantee product and product line innovation,as well as innovative communication methods and channels.

关 键 词：出版国际化品牌建设 “走出去” 中国故事 传播策略 

分 类 号：G239.26[文化科学]