【作者】 胡延斌；

【导师】 王关义；

【作者基本信息】 北京印刷学院 ， 传播学， 2007， 硕士

【摘要】 本研究以2000年以来出现的旅游图书出版热现象为背景,分析旅游图书出版策划的新方向。文章首先从旅游的概念入手来界定旅游图书,并对旅游图书的特征进行了探讨。在描述了旅游图书出版热现象后,归纳了该现象出现的原因。在论述旅游图书出版策划的过程中,本文将旅游图书看作营销学中的产品,并从选题策划、制作策划、营销策划三方面来分析出版策划的全过程。选题策划部分主要是在解构旅游畅销书的基础上提出了实用信息类和休闲信息类两个新的选题趋势。这一部分还分析了旅游图书的读者特征,进而细分了市场。制作策划部分,提出了旅游图书图文形式新的设计方向:手绘图和3D图的运用。这部分的重点是基于旅游图书特征和掌上电脑的普及,提出了旅游图书数字化出版观点,并细分为按需出版和电子书两个方向。营销策划部分对旅游图书的发行渠道做了详细论述,在常规渠道之外,根据旅游图书特性提出了机场、旅游景区网点、旅游专业连锁书店等新的发行渠道。接着,文章引入了产品生命周期理论,对不同生命周期阶段旅游图书宣传策略做了详细的分析。更多还原

【Abstract】 Travel &tourism book publishing flourished between 2000 and 2005 .The paper sought to analyze the new tendency of publishing plan about travel &tourism book in the background of the flourishing. By introducing the concept of travel ,the paper defined the concept of travel &tourism book. After describe the flourishing of travel &tourism book publishing, we can sum up the reason of the phenomenon. In the process of discuss, the paper expounded travel &tourism book publishing plan from Subject Selecting Plan, book design plan and marketing plan. Based on the analyzing of best sellers, this section brought up two directions about travel &tourism book: practical inclination and leisure inclination. In the section of book design plan, the paper address sketch and 3D picture about photograph. With the popularizing of handhelds, the paper brought up a viewpoint about digital travel &tourism book, and subdivide it as e-book and Print on Demand .It is the emphasis of this section. In the final part, the paper discussed some new distribution channels of Travel &tourism book, such as airport bookstore, scenic spots bookstore, travel &tourism chain bookstore and so on. Based on the theory of life cycle, the paper expounded the publicity and promotion tactic in the different phase of the book life cycle.更多还原