打造大众学术出版的优质品牌——以牛津大学出版社“牛津通识读本”为例

Building a High-Quality Brand in Popular Academic Publishing-The Case of Oxford University Press's“Very Short Introductions”

大众学术出版,是学术出版机构的重要使命。作为世界一流的学术出版机构,牛津大学出版社致力于打造优质的大众学术出版品牌,“牛津通识读本”即是其突出成果之一。该读本自1995年推出至今,已出版系列图书800余册,选题涉及人文艺术、医药健康、社会科学、法律、科学与数学等广泛领域,作者多为在各自所属领域有重要影响力的知名学者,读本内容也兼顾了学术性与普及性、严谨性与可读性,整体上形成了定位准、识别度高、传播度广等典型的品牌特征。以“牛津通识读本”这一优质大众出版品牌为参照,我国的学术出版机构在开展大众学术出版工作时,应着力做好产品定位、保持品牌调性的统一、充分利用学术资源、创新品牌宣传方式,为形成彰显出版社学术品性的优质大众学术出版品牌开辟有效路径。

Public academic publishing is an important mission of academic publishing institutions.As a world-class academic publishing institution,Oxford University Press is dedicated to creating highquality popular academic publishing brands,with“Very Short Introductions”being a prominent example.Since its launch in 1995,the series has published over 800 volumes,covering a wide range of topics including humanities and arts,medicine and health,social sciences,law,and science and mathematics.The authors are often renowned scholars with significant influence in their respective fields,and the content balances academic rigor with accessibility and readability.This results in a brand characterized by precise positioning,high recognizability,and wide dissemination.Using the“Very Short Introductions”series as a reference,this paper suggests that publishing institution in China should focus on accurate product positioning,maintaining brand consistency,make full use of academic resources and innovating brand promotion strategies.These efforts can pave the way for developing high-quality popular academic publishing brands that reflect the academic character of presses.