大陆大众健康类图书现状、问题及对策

发布时间：2018-01-21 12:14

本文关键词： 健康类图书畅销品牌引进版　出处：《河北大学》2010年硕士论文　论文类型：学位论文

【摘要】： 自2002年《洪昭光健康忠告》面市伊始,大众健康类图书就掀起了一股健康风,并在图书市场日益占据重要地位,越来越多的大众健康类图书成为畅销书和常销书;2002年～2008年短短6年的时间内,大众健康类图书的种类、数量不断增加,内容也日益丰富,大众健康类图书的出版日益商业化,图书作者来源也呈现出多元化的趋势。分析大众健康类图书畅销的原因,不难发现:除现代生活水平提高,人们健康意识的提高外,现代生活方式也滋生各种健康问题,也迫使人们关注健康;现代医疗保障体系的不健全也使预防重于治疗心理盛行;此外,大众健康类图书制作精美、方便实用,真正契合了当代人的健康需求。大众健康类图书在畅销的同时,也相继出现一些不得不引起我们深思的问题:选题重复,跟风严重,图书的原创力不足;图书内容的专业性、科学性使人质疑;图书销、营发行手段常规化,导致图书总体销量低等。大众健康类图书如何出奇制胜,克服缺点,迎来真正发展的春天。只有不断提高大众健康类图书的选题策划能力,创新题材;细分市场与读者;合理处理引进版图书等;在内容上,积极发挥专业出版社、专业作者的作用,提高内容的专业性、科学性和指导性;在营销手段上,积极发挥新媒体,整合各种媒体资源的力量,才能实现大众健康类图书质和量的飞跃。
[Abstract]:Since 2002, "Hong Zhaoguang health advice > the market at the beginning, public health books will set off a healthy air, and in the book market is more and more important, more and more public health books became a bestseller and often sell books; 2002 to 2008 in just 6 years, many public health books. The growing number of content has become more abundant, public health books published more and more commercialized, the book source also showing a trend of diversification. The reasons for selling of public health books, it is not difficult to find: in addition to modern living standards improve, people's health awareness, the modern way of life is breeding a variety of health problems forced people to pay attention to health; modern medical security system is not perfect the prevention of psychological vogue; in addition, public health books produced exquisite, convenient and practical, really fit the contemporary people Health needs.
Public health books selling at the same time, also have had to cause us some food for thought: repeat topics, follow the trend of serious lack of originality of books; professional books, science books make people questioned; camp pin, issue conventional means, resulting in the book the overall sales volume is low.
Public health books on how to win, to overcome the shortcomings, truly usher in the spring of development. Only by constantly improving public health books topics planning capabilities, innovation subject; market segments and readers; reasonable treatment of imported books; in the content, actively play the role of professional professional press, author, professional and improve the content of science. And guidance; in marketing, to give full play to the new media, integrate various media resources, to achieve public health books qualitative and quantitative leap.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.2-F

【参考文献】