中国台湾儿童绘本品牌的建构及其启示

Brand Construction of Taiwan Children’s Picture Books and Its Enlightenment

中国台湾儿童绘本的品牌由作者品牌、产品品牌与出版社品牌三方面构成。作者品牌包括世界知名的作家(插画家)、中国台湾本土的作家(插画家)、自写自画的作家,以及出版社自己挖掘和培养的作者品牌。产品品牌的塑造则需要通过一本本有形的图书与顾客长期接触而形成。出版社品牌包括编辑人品牌、出版社品牌名称及Logo、品牌理念三方面。借鉴中国台湾儿童绘本品牌建构的经验,培养出版社自己的作者品牌,通过打造一系列优质“叫好又叫座”的产品,持续维护出版社品牌,充分利用品牌效应,有利于促进我国儿童绘本出版事业蓬勃发展。

The brand of children’s picture books in Taiwan is composed of three elements:author brand,product brand and publishing company brand.The author brand includes world-famous writers and illustrators,Taiwan local writers and illustrators,self-illustrating writers,and writers discovered and cultivated by the publishing company itself.The product brand needs to be constructed through the long-term contact between tangible books and customers.The publishing company brand consists of editor,company name and logo,and brand concept.In order to develop children’s picture books in the mainland,we should learn from the experience of Taiwan,cultivate the publishing company’s own author brand,create a series of high-quality and popular products,maintain the publishing company brand,and make full use of the brand effect.