引进版的中国语境问题——从《环球经典名曲导读》系列唱片营销个案谈起

• 作 者: 刘丽娟
• 机 构: 上海音像出版社,
• 出 处: 编辑学刊
• 发表日期: 2010年04期
• 关键词: 中国语境 上海音像出版社 引进版 《环球经典名曲导读》

在音像制品的出版中,引进版是比较常见的形式,但在引进中如何考虑中国市场的具体需求,避免单纯引进甚或粗制滥造、偷工减料,这是一个值得思考的命题。本文以上海音像出版社成功引进出版的《环球经典名曲导读》系列唱片为例,从选题、编辑与营销角度谈谈笔者的感受。

In the publishing of audiovisual products, the introduction of the version is the more common form, but in the introduction of how to consider the specific needs of the Chinese market, to avoid the simple introduction or even shoddy, cut corners, this is a worthy proposition. This article takes the Shanghai Yin Xiang Publishing House successfully introduced and published “Global Classic Songs” series as an example, from the point of view, editing and marketing point of view of the feelings of the author.