1 《怪可食》图书选题策划书 摘要 《山海经》是战国中后期到汉代初中期的楚国或巴蜀人所作，共收录了 497 种神怪异兽，内容丰富，具有极高的研究价值。关于《山海经》的图书出版具有 多种选题角度，但从市场同类书的比较来看，《山海经》选题还处于再版和解读 的阶段，新颖的选题较少，变化也不多。妖怪类图书因其内容的神秘性以及人类 对未知领域的探索性，已经成为了出版热点。然而从市场“妖怪”类图书的内容 选取上看，日本妖怪的热度远大于中国妖怪的热度，但中国妖怪的产生早于日本 妖怪的产生，日本妖怪也起源于中国，因而中国妖怪的图书可发掘资源更多、市 场前景更广。 《怪可食》正是基于以上现状而进行选题策划的，其内容选自《山海经》， 将《山海经》中人类可以食用的妖怪整合，采用图文并茂的形式介绍每种妖怪的 出处、功能以及各自的演变历程。《怪可食》共融入两个选题角度——“山海经” 与“妖怪”，内容具有趣味性和严谨性，兼顾传承中华传统文化和普及经典古籍 的作用。 根据图书选题策划的基本结构，本文主要分为五个章节，它们是：绪论、图 书选题内容、同类出版物市场和竞争分析、营销方案、目录和样章。 《怪可食》旨在为读者带来有趣阅读体验的同时科普《山海经》内容，能起 到文化传承、提升文化自信的作用，推动中华优秀传统文化创造性转化、创新性 发展。传统文化是中华文化发展的根基，也是中华民族繁荣昌盛的精神源泉，传 统文化的内核包含着古人的智慧和数千年来中华民族积淀下来的精神力量。因此 传统文化的传承与发展具有重要的现实意义。图书是传统文化传播的重要载体， 《山海经》作为中华传统文化的一部分，其传承的重要性不言而喻。 关键词：《怪可食》 山海经 妖怪 传统文化 全民阅读ABSTRACT I PROPOSAL FOR THE BOOK THE EATABLE MONSTER AS A TOPIC ABSTRACT Shan Hai Jing (The Classic of Mountains and Seas) was written by numerous people from the state of Chu and the current region of Sichuan. It contents were written between the late Warring States and the early to middle Han dynasty. It describes about 497 kinds of monsters with abundant detail. It also contains great research value. Regarding the publishing of Shan Hai Jing, there are various perspectives for selecting research topics. Compared to similar publications, the research topics of Shan Hai Jing are still in the republishing and reinterpretation phases. In other words, there are limited research topics and variations for this book. The category of “Monster Literature” has already set off a wave of Monster-literature publishing because of its mysterious content and human explorations into the unknown. However, when selecting content to research, people often prefer selecting Japanese monster characters over those based in China, even though Chinese monster characters came out before Japan and the Japanese characters are derived from China. Therefore, Chinese Monster-literature has a great potential with a widespread future. Based on the aforementioned situations, The Eatable Monsters was selected as the topic of this thesis and the content was selected from Shan Hai Jing. The book aims at integrating all the eatable monsters for humans which appear in Shan Hai Jing, and presenting the source, functions and its developing process with illustrations and text. The Eatable Monsters includes two perspectives of topic selecting, which are as follows: Shan Hai Jing and “monsters”. With fun and rigorous, well-knit content, these two perspectives play important roles in both cultural inheritance and popularizing traditional literature. This thesis contains five chapters, as follows: introduction, the content of topic selecting proposal, market and completion analyses for similar publications, marketing plan, catalogue and sample chapter. By The Eatable Monsters aims at bringing fun reading experience for readers and spreading the content of Shan Hai Jing itself at the same time. It takes effects on culture inheritance and the enhancement culture confidence, along with promoting the excellent Chinese traditional culture towards the direction of creativity and innovation.ABSTRACT II Traditional culture is the foundation of Chinese cultural development and the spiritual source to the prosperity of the Chinese nation. The essence of traditional culture also contains the wisdom of the ancients and spiritual strength from cultural accretion over thousands of years. Therefore, the traditional culture inheritance as well as its development possess a practical significance. Inarguably, books are the important vessel for culture transmission. As a part of Chinese traditional culture, the importance of culture inheritance contained within goes without saying. KEY WORDS: The Eatable Monsters Shan Hai Jing Monsters Traditional Culture Civil Reading目录 目 录 1 绪论 .................................................. 1 1.1 选题的目的及意义................................................ 1 1.1.1 出版选题策划实践性强.......................................... 1 1.1.2 出版选题策划是图书出版的重要环节.............................. 1 1.1.3 编书选题内容具有重要意义...................................... 1 1.2 国内外文献综述.................................................. 2 1.2.1 国内文献综述.................................................. 2 1.2.2 国外文献综述.................................................. 5 1.3 研究内容........................................................ 5 1.4 研究思路和方法.................................................. 6 1.4.1 基本思路...................................................... 6 1.4.2 研究方法...................................................... 7 2 《怪可食》图书选题内容 ................................. 8 2.1 选题名称........................................................ 8 2.2 选题概述........................................................ 8 2.2.1 编书概述...................................................... 8 2.2.2 《山海经》与“妖怪”......................................... 12 2.3 目标读者....................................................... 14 2.3.1 从图书内容来界定目标读者..................................... 14 2.3.2 从阅读的角度界定目标读者..................................... 14 2.4 创作体例和写作要求............................................. 15 2.4.1 创作体例..................................................... 15 2.4.2 写作要求..................................................... 15 2.5 编辑意图....................................................... 16 2.5.1 普及中华传统文化............................................. 16 2.5.2 促进古籍类图书出版........................................... 16 2.5.3 加强文化自信................................................. 17 2.5.4 丰富图书市场................................................. 17 2.5.5 传播中国妖怪文化............................................. 17 2.6 效益预测....................................................... 18 2.6.1 社会效益..................................................... 18目录 2.6.2 经济效益 ..................................................... 20 2.7 成本核算及定价 ................................................. 20 2.7.1 图书成本估算 ................................................. 20 2.7.2 图书定价 ..................................................... 22 2.8 工作计划和安排 ................................................. 22 2.8.1 选题策划 ..................................................... 22 2.8.2 书稿写作 ..................................................... 23 2.8.3 编辑出版 ..................................................... 23 2.8.4 营销策划 ..................................................... 23 2.8.5 图书出版 ..................................................... 24 2.8.6 图书发行 ..................................................... 24 3 同类出版物市场和竞争分析 .............................. 25 3.1 传统文化类图书出版概述 ......................................... 25 3.1.1 数量增多 ..................................................... 25 3.1.2 种类丰富 ..................................................... 25 3.1.3 大众普及类读物增多 ........................................... 26 3.2 《山海经》图书选题分析 ......................................... 26 3.2.1 总述 ......................................................... 26 3.2.2 选题立意分析 ................................................. 29 3.2.3 目标读者群 ................................................... 37 3.3 “妖怪”类图书选题分析 ......................................... 37 3.3.1 总述 ......................................................... 37 3.3.2 选题立意分析 ................................................. 38 3.3.3 十年选题变化 ................................................. 55 3.3.4 选题发展方向和预判 ........................................... 57 4 《怪可食》营销方案 .................................... 59 4.1 前期宣传 ....................................................... 59 4.1.1 书展宣传 ..................................................... 59 4.1.2 众筹 ......................................................... 59 4.1.3 微博互动 ..................................................... 59 4.2 后期营销 ....................................................... 60 4.2.1 借势营销与跨界营销 ........................................... 60 4.2.2 社群营销 ..................................................... 60目录 4.2.3 直播营销..................................................... 60 4.2.4 线上多渠道发行............................................... 61 5 《怪可食》目录和样章 .................................. 63 5.1 《怪可食》目录................................................. 63 5.2 《怪可食》样章................................................. 64 结 语 .................................................. 66