于丹品牌出版：十年主题流变与未来走势.pdfVIP

出版学 出版工作 栏目主持 于丹品牌出版：十年主题流变与未来走势 介子 李 潇 长江文艺出版社 武汉 430079 （ ， ， ） [ 摘 要] 回顾于丹自 2006 年国庆 7 天 在央视 百家讲坛 讲述 论语 心得 的作品出版情况之后 关 ， “ ” 《〈 〉 》 ， 注于丹十年出版，分析于丹媒体形象和品牌延伸的二元互动，探讨于丹品牌出版的十年主题流变与未来走势 。 于丹 品牌出版 国学普及 出版主题 [关键词] G235 A [中图分类号] ［文献标识码］ ［文章编号］1009-5853 (2016) 06-0072-03 Yu Dan Brand Publishing: Publication Theme and Future Development Li Xiao Changjiang Literature and Art Publishing House Wuhan 430079 （ ， ， ） [Abstract] This paper reviewed Yu Dan s publication path which mainly focused on the popularization of ’ the ancient Chinese culture since a 7-day series of her lectures entitled Yu Dan s Insights into the Analects “ ’ ” was broadcasted on CCTV during the National Day Holiday in 2006 as part of the Lecture Room program. By analyzing the positive and negative influences of publication theme and media image over the past ten years, the paper summarized the brand building and cultural values of Yu Dan, and pointed out in the end that, the publication of Yu s Sinology essay collections the true, the good and the beautiful series indicated ’ “ ” the canonization and serialization of Yu s brand publishing, and that the brand culture construction of Yu s ’ ’ Chinese culture popularization w