艺术类图书的品牌化建设和传播——以上海人民美术出版社的品牌"光刻社"为例  

Brand Building and Dissemination of Art Books--Take the Brand "Lithograph Society" of Shanghai People's Fine Arts Publishing House as An Example

作　　者：张璎 ZHANG YING

机构地区：[1]上海人民美术出版社

出　　处：《创意设计源》2024年第4期75-79,共5页

摘　　要：品牌化已经成为企业发展的重要战略之一,对于出版社,图书品牌化建设的重要性不言而喻。探讨艺术图书品牌化建设的重要性,分析其对于出版社和读者的意义,结合上海人民美术出版社的图书品牌"光刻社"的实际案例,提出推动艺术图书品牌化建设和传播的策略。使艺术类出版社可以依托高校、市场、文化圈的资源优势,凭借编辑、市场营销的专业学科知识和出版知识等这样的运作方式得以借鉴,打造和出版品牌图书,获得长足发展。Branding has become one of the important strategies of enterprise development,for the publishing house,the importance of book brand construction is self-evident.This paper explores the the importance of the brand construction of art books,analyzes its significance to the publishing house and the readers,and combining with the actual case of the book brand of Shanghai People's Fine Arts Publishing House,puts forward the strategy of promoting the brand construction and dissemination of art books.Thus,the art publishing house can rely on the resource advantages of universities,markets and cultural circle,using the operation methods of professional discipline knowledge and publishing knowledge of editing and marketing for reference,create and publish brand books,and achieve considerable development.

关 键 词：艺术 图书 品牌建设 传播 读者 

分 类 号：J124[艺术—艺术理论] G239.22[文化科学]