关键词: 于丹, 品牌出版, 国学普及, 出版主题

Abstract:

This paper reviewed Yu Dan’s publication path which mainly focused on the popularization of
the ancient Chinese culture since a 7-day series of her lectures entitled“ Yu Dan’s Insights into the Analects”
was broadcasted on CCTV during the National Day Holiday in 2006 as part of the Lecture Room program.
By analyzing the positive and negative influences of publication theme and media image over the past ten
years, the paper summarized the brand building and cultural values of Yu Dan, and pointed out in the end
that, the publication of Yu’s Sinology essay collections“ the true, the good and the beautiful” series indicated
the canonization and serialization of Yu’s brand publishing, and that the brand culture construction of Yu’s
Chinese culture popularization would continue to develop into more robust segment markets in depth.