【作者】 张静；

【导师】 刘小敏；

【作者基本信息】 河南大学 ， 新闻学， 2012， 硕士

【摘要】 出版业是文化产业的重要组成部分，在国家文化软实力建设中占据着举足轻重的地位。党的十七届六中全会提出，要创作生产更多无愧于历史、无愧于时代、无愧于人民的优秀作品，以此为文化繁荣发展的重要标志。要构建现代文化产业体系，形成公有制为主体、多种所有制共同发展的文化产业格局。这对出版业来说，是一个重要的发展机遇。综观我国出版业的总体情况，改革开放30余年来，我国出版业得到了快速发展壮大，已是名副其实的出版大国，但综观全球的出版格局，远非出版强国。2010年伊始，全国新闻出版工作会议就明确提出了今后10年“向新闻出版强国迈进”的目标，要实现出版业的长久发展，必须构建强有力的出版品牌。拥有出版品牌，就意味着拥有了知名度和信誉度，拥有了读者和市场，就获得了广泛的影响力和长久的生命力。回顾出版史上诸多名社的发展历程，环顾当今出版业中的翘楚，无一例外地发现这些大社、强社在构建自身的品牌过程中，有一双“无形的手”贯穿于内起关键作用，这就是出版精神。出版精神的内涵丰富，其形成和培育需要出版人有高尚的职业追求，需要发扬出版先贤的出版精神，需要在编辑出版实践活动中磨砺。出版品牌的构建对出版产业以致文化建设极其重要，出版品牌的构成具有多种因素，精品出版物、优秀出版人、出版社形象是重要的构成要素。从邹韬奋、张元济、胡愈之、巴金等老一辈出版家的出版理念及出版活动来看，他们一生求索并坚守的出版精神影响着我国近现代出版事业，催生了一部又一部优秀的作品，影响一代又一代出版人，推动着出版事业向前发展。中外名社的发展历程，证明出版精神与出版品牌之间相互支撑、密不可分。然而，近年来一些出版人和出版社片面追逐经济利益，不能正确处理社会效益和经济效益之间的关系，大量平庸化、同质化、低俗化图书出现，编校粗糙、错漏过多等现象时处可见，出版精神的缺失对整个出版业造成了消极影响，影响了出版业的声誉，阻碍了出版业的持续发展。针对这样的现实状况，在当前面对出版业转制、数字出版进程加快等新形势，探讨了新时期下亟需呼唤出版精神的回归，继承和发扬出版的文化使命感和社会责任感，积极面对出版改制带来的新情况，加大出版精神的培育，培养复合型人才，坚持以人为本，完善出版管理机制，建立考核制度，以构建适应新时期发展的出版品牌。更多还原

【Abstract】 Publishing is an important component of the cultural industry, and plays a significant role in theconstruction of the national cultural soft power. The Sixth Plenary Session of its Seventeenth CentralCommittee of Chinese Communist Party put forward the proposal that more excellent works that can standthe test of history and times and that can live up to people should be created, which should be regarded asan important sign of the cultural prosperity. Modern industrial system of culture should be constructed andindustrial pattern that public ownership remains the mainstay and multiple forms of ownership develop sideby side formed. For the publishing industrial it is an essential opportunity for development.To take a general look at the publishing industry in our country, since the reforming and opening uppolicy, it has undergone a fast development. Thus our country has been a big power in publishing, howevernot a great one, being put in the world situation. At the beginning of the year2010, the national conferenceon news publishing put forward the goal to make our country a great power in journalism in the following10years. In order to realize the sustainable development of the publishing industry, an influentialpublication brand should be built, because a publication brand can help to gain popularity and credibility,and to win the market. A publication brand requires such important components as high-qualitypublications, excellent publishers and the image of publishing house. Retrospecting the development of thefamous publishing houses in the publishing history and looking around the outstanding ones in this industry,the invisible hand can be found, with no exception, to have played an essential role in the construction oftheir brands which is the publishing spirit. The publishing spirit embodies rich connotations, the formation and cultivation of which requires anoble professional pursuit and carrying forward the spirit of the forerunners on the part of publishers, andalso needs tempering in the publishing practice. With their publishing concept, the publishing forerunnerslike Zou Taofen, Zhang Yuanji, Hu Yuzhi, and Ba Jin, in their lifetime, sought and held fast to thepublishing spirit in their publishing practices. Under the influence of the spirit, excellent works have beencreated one after another, generations of publishers have stood out, and thus the publishing career has beenpromoted. The development of the famous publishing houses both at home and abroad has proved that thepublishing spirit works as a forceful power in the construction of the publication brand.However in recent years, some publishers and publishing houses cannot balance the relationshipbetween social and economic benefit and chase the economic interests one-sided. Consequently bookspublished are homogenized and vulgarized, careless edit, errors and other problems can be seen here andthere. The absence of the publishing spirit has influenced the publishing industry negatively and hinderedits sustainable development. Besides, new trends are appearing----the publishing industry is faced withtransformation, and digital publishing is speeding up, so to restore the publishing spirit to the industry is inhighly need, and the sense of culture mission and social responsibility need to be inherited and promotedurgently. In order to construct the up-to-date publication brand the relevant department should cultivate thepublishing spirit more forcefully, foster inter-disciplinary talents, adhere to the people-oriented principle,perfect the management system and establish assessment mechanism.更多还原