新媒体传播视角下地方特色古籍活化品牌建设实践与策略

一一以“一帧蜀籍”日历海报项目为例

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中图分类号：G255.1 文献标识码：A 文章编号：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，国务院办公厅颁布《关于进一步加强古籍保护工作的意见》，强调古籍保护工作的重要性和紧迫性，明确“保护为主、抢救第一、合理利用、加强管理”的方针，并启动“中华古籍保护计划”[1]之后，国家通过一系列举措推动古籍事业发展。（剩余11709字）