《狼图腾》“走出去”的历时性观察与启示

The Diachronic Observation and Inspiration of the Great Success of Wolf Totem’s“Going Global”

以《狼图腾》“走出去”近10年时间为主轴,前后各延伸10年左右,分为三个时段,以该书的出版单位—长江文艺出版社在这三个时段中的“走出去”发展历程为观察脉络,综合宏观国内外环境、中观出版生态和微观行动主体三重分析框架,历时性考察《狼图腾》成功“走出去”的原因,发现时代机遇和强大的国家影响力支撑对于出版“走出去”的重要性;政府功能和市场功能既要明确边界又要协同创新,对于出版“走出去”的必要性;不同层次和环节的行动主体能动性的发挥与市场机制的有效运行,对于出版“走出去”的基础性。为提高出版“走出去”水平和效果提供历史参照和现实镜鉴。

Taking the nearly 10 years of Wolf Totem’s“going global”as the main axis and extending for about 10 years before and after each,it is divided into three periods.Observing the development process of“going global”of the book’s presser,Yangtze River Literature and Art Publishing House,in these three periods,synthesizing a triple analysis framework that integrates macro domestic and international environments,meso publishing ecology,and micro actors to diachronic examines the reasons for the successful“going global”of Wolf Totem.It is found that the opportunities of the times and the strong support of national power are important for publishing“going global”,the government and market functions need to clarify the boundaries and collaborate on innovation,which is necessary for publishing“going global”,the exertion of the initiative of actors at different levels and links,as well as the effective operation of market mechanisms,are the foundation for publishing“going global”,providing historical reference and practical mirror for improving the level and effectiveness of publishing“going global”.