文创赋能背景下出版机构文创IP的设计研究——以人民文学出版社为例
Research on the Design of Cultural and Creative IP of Publishing Organizations in the Background of Cultural and Creative Empowerment—Taking People’s Literature Publishing House as an Example

数字出版时代，传统出版业发展受到冲击，随着我国文化产业的不断成熟，做文创成为了出版社创新发展的有效途径。人民文学出版社的文创IP形象根植于优质图书，打造出了独一无二的文学IP，带动周边图书热销的同时提升了出版社的综合竞争力。文章以人民文学出版社的文创出版创新策略为例，从其文创品牌IP的设计原则、设计路径、应用价值3个方面进行了详尽阐述，以期为其他出版社提供一定的可迁移的启发，从而促进图书文创产业创新发展。
In the era of digital publishing, the development of traditional publishing industry has been impacted. With the continuous maturation of China’s cultural industry, doing cultural creation has become an effective way for publishers to innovate and develop. The cultural and creative IP image of People’s Literature Publishing House is rooted in high-quality books, creating a unique literary IP, which drives the hot sales of neighboring books and improves the comprehensive competitiveness of the publishing house at the same time. Taking People’s Literature Publishing House’s innovative strategy of creative publishing as an example, the article elaborates on three aspects, namely, the shaping of IP image of its creative brand, the design principle and the application value, with a view to providing other publishers with a certain amount of migratory inspiration, thus promoting the innovative development of the book creative industry.