中国近十年（2004～2014年）少儿畅销书选题策划分析

发布时间：2018-05-20 14:20

本文选题：少儿畅销书 + 选题策划　；参考：《华中科技大学》2015年硕士论文

【摘要】：在现今社会,畅销书已越来越为人们所熟知。判断图书是否属于畅销书,主要依据两个评判标准:一是图书销量,二是图书社会影响力。随着少儿图书的不断发展,少儿图书也逐渐步入畅销书时代。一本书出版后是否畅销,选题策划是关键。选题策划是整个编辑出版工作的基础,是图书能否畅销的决定性因素。本文对我国近十年少儿畅销书选题策划进行了梳理,将我国2004~2014年少儿畅销书发展分为三个阶段:第一阶段是2004~2006年,为本土少儿畅销书的崛起阶段;第二阶段是2007~2009年,为少儿畅销书开始走向品牌化阶段;第三阶段是2010~2014年,少儿畅销书逐步步入多元时代。本文运用案例分析法、内容分析法和比较分析法,分析得出我国近十年少儿畅销书的选题策划特点,如:以套书为主、推出品牌系列,强势媒体参与图书市场互动,“读买分离”的双面营销策略。同时,本文还根据畅销书选题策划的特点,归纳出我国少儿畅销书发展十年给出版社选题策划带来的启示。最后,本文结合少儿畅销书选题策划的发展现状,根据选题策划的特点,对我国少儿畅销书今后的选题策划发展方向进行了展望。本文认为,少儿畅销书今后的图书种类将逐渐增加,图书形态会更加丰富,少儿英语、益智类图书和有声读物、电子书等,也将会是少儿畅销书选题策划的发展方向。
[Abstract]:In today's society, bestsellers are becoming more and more familiar. There are two criteria to judge whether books are bestsellers: first, book sales, and second, the social influence of books. With the continuous development of children's books, children's books have gradually stepped into the best-selling era. Whether a book sells well after publication is the key to the selection of topics. The selection plan is the foundation of the whole editing and publishing work and the decisive factor of whether the book can sell well. In this paper, the author sorts out the topic planning of children's bestsellers in China in the past ten years, and divides the development of children's bestsellers into three stages: the first stage is from 2004 to 2006, the second stage is the rising stage of local children's best sellers, the second stage is from 2007 to 2009, the first stage is from 2004 to 2006, and the second stage is from 2007 to 2009. The third stage is from 2010 to 2014, and the children's best seller is stepping into the pluralistic era. This paper uses case analysis, content analysis and comparative analysis to analyze the characteristics of topics planning of children's best-selling books in China in the past ten years, such as the introduction of brand series and the participation of strong media in book market interaction. The dual marketing strategy of "read buy separate". At the same time, according to the characteristics of best-selling book selection planning, this paper sums up the inspiration of the development of children's best-selling book to the publishing house. Finally, according to the characteristics of children's best-selling books, this paper looks forward to the future development direction of children's bestsellers' topics planning. This paper holds that the types of children's best-selling books will gradually increase in the future, and the forms of books will be more abundant. Children's English, educational books and audiobooks, e-books, etc., will also be the development direction of children's best-selling books' subject selection planning.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G232.1

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