【作者】 李益；

【导师】 雷鸣；

【作者基本信息】 湖南大学 ， 传播学， 2010， 硕士

【摘要】 图书作为一种商品,其产业性质的核心是内容。因此,图书与一般商品相比存在许多不同的特性。少儿图书读者对象的特殊性,使得少儿图书与一般成人图书相比,在图书的选题、内容、制作、营销等方式上也有较大不同。因此,少儿图书的品牌呈现几个方面的特性。内容品性上表现为故事性第一、叙述语言简洁灵动、文字差错率更低；识别系统上表现为外观设计更具视觉冲击力、装帧设计更具人性化关怀、出版形象更具亲和力和专业性。这是少儿图书品牌的外在特性要求。价值文化上表现为健康积极的思想导向,以少儿为先的出版理念,不断创新的品牌文化；风格个性上表现为鲜明轻快的出版风格、连贯统一的制作风格,灵活机敏、引领潮流的宣传个性。这是少儿图书品牌的内在特性要求。通过少儿图书的品牌特性研究,对少儿图书品牌的塑造提出针对性策略。第一,基于外在特性的品牌定位包括：少儿图书品牌的内容品性定位、识别形象定位。第二,基于内在特性的品牌表达包括：以少儿视角优化品牌出版,以少儿关怀树立品牌形象,以少儿特点强化品牌个性。“淘气包马小跳”作为我国少儿图书原创文学的“领头羊”,历经七年依然保持畅销常销,其品牌特性是鲜明的,在接力出版社的精心打造下成为品牌塑造与开发的典范。作者杨红樱关注和关爱少儿的成长,以解放少儿天性、解读少儿内心为宗旨,以少儿视角、少儿关怀、少儿特点来创作作品,给我国少儿读者带来优质读物的同时,也给少儿图书市场的发展起到推动作用。少儿图书的品牌特性研究,拓宽了少儿图书出版研究领域,并且对少儿图书出版的发展少儿图书的品牌塑造提供了清晰思路：从少儿图书品牌的外、内在特性出发,进行准确的品牌定位与贴切的品牌表达。更多还原

【Abstract】 As a commodity, book’s industry core is content. Compared with the general merchandise, book has different features. For the particularity of children’s books readers, there are many differences between children’s book and adult’s book, such as choices of topics and content, means of producing and marketing. So, brand of children’s book presents the characteristics of several aspects. In the area of the character of content, it is "story first", concise and smart language of description, lower of the error rate of text. In the area of the recognition system, design of outward appearance is more striking, binding of book is humanity, and publication image is affinity and professional. These are external features of brand of children’s book. In the area of the value of culture, it is positive thinking-oriented, social benefits first in concept of publishing and continuously innovation. In the area of the style and personality, it is clear and brisk, extension of production’s style, and flexible, alert and lead-trend on the personality of propaganda. These are inner features of brand of children’s book.By discussing the features of brand of children’s book, we can propose some targeted suggestion to the brand creation of children’s book. First, we can make brand positioning based on external features with two aspects:character of content and recognition system. Second, we can make brand expression based on inner features with three aspects:to optimize brand publishing through the children’s perspective, to set brand image by thinking of children’s thinking, to intensify brand’s personality by understanding children.As leader of original literature of children’s book in China, "Naughty Ma Xiaotiao" have been still keeping selling well. Its brand’s feature is distinctive. With Relay Press’carefully orchestrated, it became a model of brand creation and developing. The writer Hongying Yang pays attention on the children’s growing, makes the purpose of liberating children’s nature and understanding children’s inner-heart. She writes the works through the children’s perspective and characteristics, which brings quality books to our children and promotes China’s children’s book marketing developing.The research on brand features of children’s book expands research area of children’s publishing, provides ideas for children’s publishing and children’s book ’brand creation:with external and inner features of brand of children’s book, we can make distinct brand positioning and brand expression.更多还原