A Study On Dajiaxiaoshu Book Brand

In the era of information explosion,more and more readers hope to learn professional and systematic knowledge,to broaden their horizons,supplement knowledge,and enhance their cultural quality,so as to keep up with the times.Academic books,with their professionalism and authority,are one of the important ways for readers to acquire knowledge.However,many professional works require a high threshold,and it takes a lot of time and effort to read,which makes many people discouraged.How can ordinary readers enjoy the reading of academic works?How to make academic books accepted by a wider audience?This is a question that the publishing industry has been thinking about.In 2002,Beijing Publishing House launched the DAJIAXIAOSHU series.The authors of this series of books are all well-known scholars.They introduce relevant academic knowledge to the public in an easy-to-understand language.The content and language of the works are lively.Thus,readers does not feel too much reading pressure.For this reason,the series was welcomed as soon as it was launched.In 2016,Beijing Publishing House held a hundred kinds of publishing academic seminars for DAJIAXIAOSHU.After fifteen years,this series of books has published more than 100 kinds of classics,covering literature,art,history,philosophy,linguistics,and sociology.Many disciplines have received wide attention and recognition from the academic community and readers.Nowadays,DAJIAXIAOSHU has become a series of books with great reputation and influence in the field of humanities and social sciences in China.It is also a key book brand of Beijing Publishing House,and the titles of this series are still being improved and enriched,and strive to make more readers benefit from it.This paper comprehensively analyzes the DAJIAXIAOSHU series of Beijing Publishing House by using case analysis method,literature analysis method and interview method.First of all,we will summarize the DAJIAXIAOSHU series,analyze the background of the birth of this series from the perspectives of the times,society,and Beijing Publishing House,and sort out the development process,then from the awards,media reports,sales and readers' reaction to analyze the social evaluation of the DAJIAXIAOSHU series.Secondly,from the four aspects of publishing positioning,content,binding design and promotion strategy,it analyzes the success factors of the DAJIAXIAOSHU series.Thirdly,it analyzes the problems faced by the DAJIAXIAOSHU series on how to balance academicity and popularity,fierce copyright competition,and digital reading impact,and puts forward the development suggestions of the DAJIAXIAOSHU series,including concentrating the realistic needs of readers,editors and authors discuss the appropriate style and genre,further improve the subject system of the series,and explore flexible mode of books selling.Finally,the paper reveals the enlightenment of the publication of this series of books on the academic and publishing world.For the academic world,scholars should balance the relationship between academic research and academic popularization,and at the same time be able to popularize academics with professionalism.The enlightenment to the publishing industry is to establish advanced publishing concepts,close to the spiritual and cultural needs of the masses,build high-quality editorial team,and develop a three-dimensional marketing model.Beijing Publishing House's DAJIAXIAOSHU series is a representative academic series that popularizes Chinese traditional culture and Chinese philosophy and social science knowledge.In recent years,it has established a good reputation among academics,publishing circles and readers.The paper consider this series as the research object.On the one hand,it reveals the significance of the publication of this series of books,in order to promote the development of popular books in academic works,and to help meet the reading needs of readers and the publishing needs of relevant scholars and experts.To reveal the experience accumulated in the publishing process of the DAJIAXIAOSHU series,and to provide reference for the planning and publication of related books.