The Survival Way Of Chinese Natural History Books In The Pan-Reading Era

President Xi Jinping pointed out in the report of the Nineteenth National Congress of the Communist Party of China that human beings and nature are the same life community,and human beings must respect,follow and protect nature.Natural history,a knowledge of man's dealings with nature,has been returned to revival.In recent years,with the continuous development and promotion of science and culture,natural science and natural history practice began to warm up.In recent years,more and more people living in the city call for "slow down" and advocate "close to nature,return to slow life".As a book with both artistic and humanistic concern,natural history books are loved by more and more readers.With the development of economy and society,the book market has entered the era of consumption.A series of changes have taken place in readers' aesthetic appreciation and reading demand.The book market with multi-center market elements has begun to appear.The rapid development of new media has also brought a new round of impact to the book industry.In this context,we must search the survival way of natural history books.To help the natural history books change their publishing ideas and make their own adjustments so as to better adapt to the book market and meet the needs of readers,this paper first talks over the origin and development of natural history books,studies the definition of natural history and natural history at home and abroad,and defines the scope of this study.Secondly,on the basis of investigation and research,using the relevant basic theories of publishing,editing,audience psychology,art aesthetics and technical aesthetics,this paper analyses the publishing status of natural history books,and objectively and comprehensively reflects the current market competition,topic selection,content organization,product presentation and system marketing and problems in publishing of natural history books.This paper probes into the strategies of artistic and brand survival of natural history books in the current era,and puts forward the diversified development approaches of natural history books in the face of pan-reading era,including the diversified concept,diversified form,diversified path and diversified promotion of natural history books.We strive to provide a competitive practical reference path for the publication of natural history books from various perspectives,to give the audience humanistic care from the publishing point of view,to continue to assume the responsibility of the leader who satisfies and guides the audience to read,toprovide methods for books in the face of digital publishing and media integration from the micro perspective and to give support for pattern exploration and transformation of books.