1 《“和”约孔子》系列图书选题策划书 摘要 2014 年 5 月，习近平总书记在中国国际友好大会中第一次完整地提出“和” 文化观：天人合一的宇宙观、协和万邦的国际观、和而不同的社会观、人心和善 的道德观，即“一和四观”。而传统儒家文化中关于“和”的思想经千年发展影 响至今，已逐渐形成了区别于其他传统文化的鲜明特征，以个人为中心，辐射到 与之相关的整个社会关系网络中，涵盖个体、群体、社会、自然、宇宙五大范畴。 在人类命运共同发展的大背景下，习近平总书记对“和”文化的阐释与儒家文化 中的“和”文化更是不谋而合。 《“和”约孔子》系列图书正是基于这样的社会语境而进行的选题策划，目 标读者为 3-6 岁的学龄前期儿童，故事内容选自《论语》，旨在通过梳理整合主 人公孔子的“和”思想与“和”故事，以图文并茂的绘本形式向小读者普及“和” 文化，帮助他们从小建立正确的人生价值观，同时进一步传承中华传统文化。 《“和”约孔子》系列图书选题策划书主要从五部分进行选题的阐述：首先， 绪论中主要介绍了本选题策划的时代背景与其创新之处；其次是同类出版物市场 调查分析，梳理了文化环境、传统文化类绘本出版现状以及与孔子有关的少儿图 书出版选题分析；三是《“和”约孔子》系列图书选题策划的具体内容，从选题 内容、目标读者、创作体例、竞争分析等几个方面来介绍选题；四是《“和”约 孔子》系列图书营销建议，主要包括前期宣传和后期营销两个方面；最后一部分 是对故事中主要人物形象的设计展示。 关键词：《“和”约孔子》 绘本 选题策划 “和”文化ABSTRACT I PROPOSAL FOR THE BOOK THE HARMONIOUS CULTUREASATOPIC ABSTRACT In May 2014, General Secretary Xi Jinping presented the concept of “harmony” culture for the first time in the China International Friendship Conference: The cosmology of heaven and man, the international outlook of a harmonious world, and the different social views, the human heart and the good morality, that is, one and four views.However, the thought of harmony in traditional Confucian culture has been influenced by the development of the millennium. It has gradually formed distinctive features that distinguish it from other traditional cultures. It not only covers individuals, groups, society, nature, and the universe, but also forms individuals as the center. In the entire social relationship network associated with it. Under the background of the common development of human destiny, General Secretary Xi Jinping's interpretation of the harmony culture coincides with the harmony culture in Confucian culture. The Confucius' harmonious Culture series of books is based on this realistic background. The target audience is 3-6 years old preschool children. The story is selected from the Analects of Confucius. The integration of “and” cultural stories aims to tell small readers stories based on the concept of harmony in traditional culture in the form of pictures and texts, and to apply the vivid and interesting stories to popularize the connotation of “harmony” culture. Help readers build correct values and learn more about Chinese traditional culture. The Confucius' harmonious Culture series of books selection topics are mainly composed of five parts: First, the introduction mainly elaborates the background and innovation of this topic planning; secondly, the market analysis of similar publications It explains the publication of the cultural environment and traditional culture pictures and the analysis of the topic selection of Confucius Books; the third is the specific content of the series selection of Confucius' harmonious Culture series, from the topic selection, target readers, creation The system, competition analysis and other aspects to introduce the topic; the fourth is and about Confucius series of book marketing recommendations, mainly from the early propaganda and post-marketing to elaborate; the last part is the topic planning book for the character design The concept and partial details are displayed. KEY WORDS:Confucius' harmonious Culture Picture Book Topic Planning Harmonious Culture目录 目 录 1 绪论...........................................................................................................1 1.1 选题意义.................................................................................................................1 1.1.1 选题目的.............................................................................................................1 1.1.2 选题内容具有前瞻性.........................................................................................2 1.1.3 选题形式的创新性.............................................................................................3 1.2 国内外文献综述.....................................................................................................4 1.2.1 国内文献综述.....................................................................................................4 1.2.2 国外文献综述.....................................................................................................8 1.3 研究内容.................................................................................................................8 1.4 研究思路与方法.....................................................................................................9 1.4.1 基本思路.............................................................................................................9 1.4.2 研究方法...........................................................................................................10 2 同类出版物市场调查分析....................................................................11 2.1 文化环境...............................................................................................................11 2.1.1 全民阅读推动童书发展...................................................................................11 2.1.2 传统文化推动原创类绘本市场繁荣...............................................................12 2.2 传统文化类绘本出版概述...................................................................................13 2.2.1 选题立意分析...................................................................................................13 2.2.2 选题内容分析...................................................................................................15 2.2.3 图书形式分析...................................................................................................16 2.2.4 出版社分析.......................................................................................................17 2.3 关于“孔子图书”出版选题分析.......................................................................18 2.3.1 选题立意分析...................................................................................................18 2.3.2 畅销书分析.......................................................................................................20 2.3.3 十年选题变化...................................................................................................23 3《“和”约孔子》系列图书选题内容...................................................26 3.1 选题名称...............................................................................................................28 3.2 目标读者...............................................................................................................28 3.2.1 儿童的心理阅读偏好.......................................................................................29 3.2.2 亲子阅读...........................................................................................................30 3.2.3 儿童价值观的形成...........................................................................................31 3.3 创作体例...............................................................................................................32 3.3.1 故事来源...........................................................................................................32 3.3.2 版面安排...........................................................................................................33 3.3.3 图文要求...........................................................................................................36 3.4 竞争分析.