“罗辑思维”图书营销中的知识图景建构与呈现:基于图书文案的实证研究

Construct and Represent of Knowledge Landscape in Luogic Show's Book Marketing :an Empirical Study Based on Book Copy

为了探究"罗辑思维"是如何高效地进行社群图书营销。文章借助知识哲学中的"知识图景"概念,以"罗辑思维"图书营销工具——图书、文案为分析单位进行实证研究。研究了"罗辑思维"在图书营销与知识传播互嵌过程中为读者、用户、社群成员建构了什么样的知识图景及其以何种形式来呈现这些知识图景。研究发现:"K历史、地理"、"F经济""D政治、法律"这三个类别的知识是该社群知识图景中的主要版图,也是主要的知识传播内容;在知识图景的呈现方式上主要以"事实预设"的语用预设和"总结体""强调体"的写作模式和"感染体"的语体风格为主;在图书营销实践中,知识图景的呈现方式需要遵循"知识商业化"原则,用商业化的文案形式进行图书营销。

In order to explore the high effective book marketing strategy used by Luogic Show in its community, an empirical study on book copy which is the book marketing tool of Luogic Show is made based on conception of knowledge landscape from the philosophy of knowledge. Not only knowledge landscape which Luogic Show has constructed for its readers, users and community members during the process of mutual embracing between its book marketing and knowledge broadcasting, but represent means of knowledge landscape are been researched. This study shows that ： firstly, K CHistory ＆ Geography） , F （Economics） and D （Politics ＆ Laws） are the main part of this community knowledge landscape and main content of knowledge broadcasting; secondly, fact presupposition, writing models like summary and emphasis and infectious style are main present means; thirdly, during the practice of book marketing, present means of knowledge landscape should obey the principle of knowledge industrialization and using commercial copy to do book marketing.