1 《他乡的咸鸭蛋》图书选题策划书 摘要 从《舌尖上的中国》《一城一味》《中国美食探秘》等美食类纪录片的火热， 到更多结合文学、史学、人类学、民族学、地理经济学等学科的饮食类文学作品 的热销，“食物”作为一种特殊的文化符号，既反映了我国博大精深的饮食文化， 又是当时历史背景下人们精神生态的真实体现，更是历史变迁和时代沉浮的见 证。随着现代人在饮食方面的高品质的追求，饮食文化这一领域逐渐受到关注， 展现出了极大的市场潜力，并在中国文化走出去中承担了重要角色。 《他乡的咸鸭蛋》正是基于以上背景策划的饮食文化类选题。该书以有一定 的教育经历、对文学阅读和饮食文化感兴趣的受众为主要读者群，以作品合集的 形式呈现，将现当代文学作品中涉及饮食部分的描写汇编出版，使读者在平常的 饮食中感受文学的熏陶，满足读者对生活品质和生活美学的追求，回归人文精神。 本文以图书的选题策划为全文基本构架。首先，以 2014—2018 年饮食文化 类图书出版市场及当当网和开卷数据饮食文化类畅销书排行榜榜单为参照，结合 文献研究、统计分析、个案研究和比较分析的研究方法，对我国饮食文化类图书 市场进行剖析。其次，通过撰写《他乡的咸鸭蛋》的选题策划书，对饮食文化类 图书的选题策划流程进行探究和梳理。最后，以《他乡的咸鸭蛋》面向的读者群 体和市场为主要对象，针对性地选择营销手段、制定营销宣传方案。全文从全局 出发，最终落实到具体的选题策划，以期为现阶段的饮食文化类图书选题提供思 路。 关键词，《他乡的咸鸭蛋》 饮食文化 选题策划 营销发行ABSTRACT I TOPIC PLANNING BOOK—— THE SALTED DUCK EGGS OF THE OTHER TOWNS ABSTRACT From the hot of the Chinese on the tip of the tongue, One City, One Flavor, Exploration of Chinese Food and other food-based documentaries, to the heat of more literary works combining literature, history, anthropology, ethnology, geography and economics. As a special cultural symbol, food not only reflects China's profound and profound food culture, but also the true embodiment of people's spiritual ecology in the historical background. It is also a witness of historical changes and the ups and downs of the times. The charm of food culture is also revealed in literary works. With the pursuit of high quality in modern diets, the food-based book market has undergone new changes. Even the color-matching and well-made recipes are hard to satisfy the needs of the readers. The readers began to pursue cultural elements other than color and fragrance. As a result, the field of food culture has gradually attracted attention and has shown great The market potential also plays an important role in the Chinese culture going out. The Salted Duck Eggs in Other Towns is based on the above-mentioned background of food culture topics. The book is based on the audience with a certain educational experience, interest in literature reading and food culture, and is presented in the form of a collection of works. The descriptions of the diets involved in modern and contemporary literary works are compiled and published, so that the readers can enjoy the usual diet. I feel the edification of literature, satisfy readers' pursuit of quality of life and aesthetics of life, and return to the humanistic spirit. This article takes the book's topic selection as the basic framework, based on the 2014-2018 diet culture book publishing market,combined with literature research,statistical analysis, case studies and comparative analysis methods, through the Dangdang and unwinding data diet culture bestsellers The research of the rankings and the preparation of the book title book The Salted Duck Eggs of Other Towns have a deeper understanding of the topic selection and market of food culture books. From the overall situation, implement the specific topic planning, in order to provide ideasABSTRACT II for the current topic of food culture books. KEY WORDS: The Salted Duck Eggs of Other Towns diet culture topic planning Marketing release目录 目 录 1 绪论..........................................................................................................1 1.1 选题目的及意义....................................................................................................1 1.1.1 选题意义，密切联系市场需求........................................................................1 1.1.2 学科意义，紧密结合出版实践........................................................................4 1.2 研究价值................................................................................................................5 1.2.1 理论价值............................................................................................................5 1.2.2 实践价值............................................................................................................6 1.3 研究内容、研究方法和主要创新点....................................................................8 1.3.1 主要研究内容....................................................................................................8 1.3.2 研究方法及可行性分析..................................................................................10 1.3.3 主要创新点......................................................................................................11 2 2014—2018 年饮食文化类图书市场分析......................................... 13 2.1 2014—2018 年饮食文化类图书市场概述.........................................................13 2.1.1 市场份额稳步提升，获益能力偏低..............................................................13 2.1.2 市场集中度偏低，尚未形成规模..................................................................14 2.1.3 定价相对适中，涨价成为趋势......................................................................16 2.2 2014—2018 年饮食文化类畅销书榜单分析.....................................................18 2.2.1 选题角度分析..................................................................................................18 2.2.2 目标读者分析..................................................................................................24 2.2.3 装帧设计分析..................................................................................................26 2.2.4 定价情况分析..................................................................................................30 3 《他乡的咸鸭蛋》选题内容阐述.......................................................32 3.1 选题名称..............................................................................................................32 3.2 著作权授权..........................................................................................................32 3.3 内容概述..............................................................................................................33 3.3.1 内容简介..........................................................................................................33 3.3.2 选题特色..........................................................................................................33 3.4 编辑意图..............................................................................................................34 3.4.1 拉近读者与作品和作者的联系......................................................................34目录 3.4.2 引导阅读，回归到文学作品本身..................................................................34 3.4.3 传播饮食文化，培养民族自信......................................................................34 3.5 目标读者..............................................................................................................34 3.5.1 根据图书内容确定目标读者..........................................................................35 3.5.2 根据读者需求确定目标读者..........................................................................35 3.6 书籍设计概况......................................................................................................36 3.6.1 整体形态设计..................................................................................................36 3.6.2 封面设计..........................................................................................................37 3.6.3 内文版式设计..................................................................................................37 3.6.4 图书周边设计..................................................................................................37 3.7 成本及定价核算..................................................................................................38 3.7.1 图书成本核算..................................................................................................38 3.7.2 图书定价..........................................................................................................40 3.8 双效益预测..........................................................................................................41 3.8.1 社会效益..........................................................................................................41 3.8.2 经济效益..........................................................................................................42 3.9 工作计划及安排..................................................................................................43 3.9.1 选题策划..........................................................................................................43 3.9.2 组稿..................................................................................................................43 3.9.3 审稿..................................................................................................................44 3.9.4 装帧设计..........................................................................................................44 3.9.5 校对..................................................................................................................44 3.9.6 印刷发行..........................................................................................................44 4 《他乡的咸鸭蛋》营销发行方案.......................................................46 4.1 前期预热..............................................................................................................46 4.1.1 利用微博征集图书封面..................................................................................46 4.1.2 给各大书店寄送新书征订目录......................................................................46 4.1.3 在网上书店开启预售模式..............................................................................46 4.1.4 在订货会专刊发布信息..................................................................................46 4.2 新书投放..............................................................................................................47 4.2.1 投放档期..........................................................................................................47 4.2.2 铺货形式与策略..............................................................................................47 4.2.3 上架摆放..........................................................................................................48 4.3 宣传推广..............................................................................................................48目录 4.3.1 新媒体营销......................................................................................................48 4.3.2 通过书展宣传图书..........................................................................................49 4.3.3 书店海报..........................................................................................................49 4.3.4 图书打榜..........................................................................................................49 4.4 后期推进..............................................................................................................50 4.4.1 借势营销..........................................................................................................50 4.4.2 跨界营销..........................................................................................................50 4.4.3 持续发布销量信息..........................................................................................50 4.4.4 及时调整销售策略..........................................................................................50 5 目录及样章...........................................................................................52 5.1 《他乡的咸鸭蛋》目录......................................................................................52 5.2 《他乡的咸鸭蛋》样章......................................................................................53 结 语..........................................................................................................57