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进入90年代,随着出版改革的深入和社会大环境的变化,出版界已开始拼实力,打阵地战的阶段,各种“出版战略”思想迭出,出版社呈现更加个性化的追求和发展。出版社只有办出特色,遵循出版规律才有可能不被淘汰,在竞争中立于不败之地。所谓特色,亦指事物呈现出的独特的风格等。对于出版社来讲,通过自己的出版物,塑造自己的社会形象,套句时下流行的话就是出版社的形象设计(CI战略)。“马太效应”源于《新旧约全书·马太福音》第20章,原话
In the 1990s, with the deepening of publishing reform and changes in the social environment, the publishing industry has begun to spell strength and fight the phase of positional warfare. Various ideas of “publishing strategy” have been drafted, and publishing houses have become more individualized in pursuit and development. Only by publishing the characteristics of publishing houses, follow the law of publication may not be eliminated, in an invincible position in the competition. The so-called characteristics, also refers to the unique style of things presented. For publishers, through their own publications, create their own social image, the most popular words is the publishing house press design (CI strategy). The Matthew Effect comes from Chapter 20 of Matthew, Old and New Testaments