【作者】 龚华静；

【导师】 范军；

【作者基本信息】 华中师范大学 ， 新闻学， 2006， 硕士

【副题名】以商务印书馆《汉译世界名著》为例

【摘要】 本论文在厘清“翻译出版”和“出版品牌”概念的基础上,通过对一个翻译出版品牌的成功范例——商务印书馆的“汉译世界名著”的分析,梳理了它在20世纪的品牌发展历程,并总结了它的品牌特征。“汉译世界名著”的成功,其基础和前提是丛书的优秀品质(符合时代的“期待视野”、质量过硬、整体设计精当),而品牌宣传和品牌延伸使之具有了长久的品牌生命力,同时张元济、王云五等出版家倾注了大量心血,其辛勤培育、长远规划亦不可忽视。论文试图通过具体事例的分析,总结出翻译出版的品牌打造的成功经验,以应对目前翻译出版所面临的种种危机。更多还原

【Abstract】 On the base of making clear the concepts of "translated publishing" and " publishing brand " , by the analyses of a successful example — " The Chinese-translated World Famous Works" published by the Commercial Press , this article sorts out its brand developing history in the twentieth century and sums up its brand characteristics. The success of "The Chinese-translated World Famous Works " bases on the series’ excellent qualities, including "expecting view" fit for the times, perfect qualities and the wonderful overall design.Moreover, the brand propaganda and brand extending make it have long brand vitality . Furthermore , Zhang Yuanji, Wang Yunwu and other publishers put their heart and soul into its breeding and long-term planning .The article tries to summarize the successful experience of brand-building in translated publishing through the analyses of the specific example so as to deal with kinds of crises existing in translated publishing at present.更多还原