Research On New Poetry Book Publishing In China (2012-2022)

In the past decade,with the advent of more and more open communication fields,especially the construction of Internet platforms,new poetry,which is in line with modern people’s emotions and in line with fragmented communication,has received more attention and discussion.Correspondingly,the publication of new poetry books was affected by this traffic boom,and began to break through the sluggish state that began to appear in the early nineties and continued into this century,showing a more diversified new trend in publishing practice.At present,the systematic research on the publication of new poetry books needs to be improved,so this study analyzes the development and changes and practical problems in the current publishing field from the perspective of publishing practice,and puts forward optimization suggestions.Taking new poetry books as the research object,this study not only quantifies and analyzes the changes in the number of new poetry books published in the past ten years(2012-2022),but also uses relevant data and materials to enter the scene of new poetry book publishing in detail,explore the publishing institutions,editors,authors and readers,and try to outline the picture of today’s new poetry book publishing from these practical subjects.At the same time,this paper summarizes the strategic characteristics of the overall publishing process of new poetry books,and finds that: New poetry books pay attention to the power of brand in topic selection and planning,and focus on building a humanistic brand belonging to new poetry by shaping the brand of poets and writers and the brand of poetry series,and actively build a brand value matrix;Under the influence of visual culture,the binding of new poetry books not only continues the "poetry and painting tradition",but also makes more and more modern colors and illustrations;The marketing of new poetry books shows a more diversified picture,not only integrating new media and new technologies in the form of activities to show the characteristics of many forms and abundant publicity,but also actively exploring ways to reach user traffic of self-media,and trying to enable new poetry books to reach a larger range of readers in marketing communication.Through further research and analysis,it is found that the publishing of new poetry books has problems such as innovation fatigue caused by the solidification of the publishing circle,excessive emphasis on publicity,which makes the text of new poetry books "formalized",and falls into the trap of "event marketing",which makes the public blur the literary seriousness of new poetry books.This study provides some suggestions for the above problems in the publishing of new poetry books,mainly starting from practical practice,including innovative topic selection mechanism in the specific process of publishing,attaching importance to the role of book selection,attaching importance to authors’ creative guidance,and marketing attaching importance to both internal and external cultivation,in an effort to solve the thorny problems existing in the current publishing field of new poetry books,so as to prevent problems from ossifying the production of new poetry books.There is also the construction of new poetry culture at the macro level,promoting the construction of contemporary new poetry texts and cultivating the public’s appreciation of new poetry,and focusing on creating a benign publishing environment for new poetry books in the long run.