新媒體傳播視角下地方特色古籍活化品牌建設(shè)實踐與策略

一一以“一幀蜀籍”日歷海報項目為例

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中圖分類號：G255.1 文獻標(biāo)識碼：A 文章編號：1003-7136（2025）04-0024-07

Abstract：Based on the brand construction and operation practices of the "One Frame of Shu Classics"calendar posterproject atthe Sichuan Provincial Library，this paper explores its innovative mechanisms in construction ideas，content presentation，aesthetic design and publicity through case analysis.Practical strategies for ancient books activation from the perspective of new media communication are refined，including user-driven new media communication strategies，brandingconstruction pathways，characterized development strategies for transmedianarrative， and the establishment of evaluation mechanisms.The research provides a reference paradigm that combines theoretical value with practical experience for the work of ancient books.

Keywords：activation of ancient books;protection of ancient books;reading promotion;brand construction; new media communication

0 引言

2007年，國務(wù)院辦公廳頒布《關(guān)于進一步加強古籍保護工作的意見》，強調(diào)古籍保護工作的重要性和緊迫性，明確“保護為主、搶救第一、合理利用、加強管理”的方針，并啟動“中華古籍保護計劃”[1]之后，國家通過一系列舉措推動古籍事業(yè)發(fā)展。（剩余11709字）