2000年至2008年中国大陆畅销书特质研究

发布时间：2018-01-23 17:06

本文关键词： 畅销书排行榜特质　出处：《重庆大学》2010年硕士论文　论文类型：学位论文

【摘要】： 在现代经济制度与市场条件下,畅销书既是出版产业市场化的产物,又是推动出版业市场化和进行规模经营、做大做强的动力。同时我国图书市场激烈的竞争让畅销书成为各家出版单位盈利的重要来源之一。然而,出版单位要取得畅销书的成功又是一件复杂和充满风险的工作,即使在全球书业内,每年有幸成为畅销书的图书也是凤毛麟角,更何况在我国图书产业市场化程度不够高和畅销书运作机制还不够成熟的条件下,因此,成功运作畅销书并非易事。所以,如何成功打造畅销书逐渐走进了出版单位、业界人士和学者等的研究视野,成为他们的研究对象。本文以2000年到2008年我国大陆畅销书为研究的切入点,详细分析了这9年的畅销书综合排行榜,运用社会学、图书出版学、传播学、消费心理学、营销学等学科知识,分别从三个角度研究总结了新世纪以来我国大陆畅销书的基本特质。从社会学角度上看,畅销书既属于一般社会流通商品又属于社会文化产品,既是一种社会流行文化又是社会流行文化的物质承载物,因此畅销书带有明显的社会流行文化特质,如时间性、大众性、符号性和非理性等;从图书出版学科看,畅销书在主题、文本、包装、营销等从选题策划到最终销售环节上与非畅销图书相比都存在差异;从时代变迁纵向上看,在我国真正意义上的畅销书是改革开放后图书出版产业市场化的产物,因此本文对20世纪80、90年代畅销书和本世纪畅销书做了简单的比较。最后,本文对畅销书特质分析做了总结并简要谈到了畅销书的发展趋势,以供出版单位策划畅销书时参考。本文共分为五章:第一章,绪论,大致介绍了本文的研究情况以及畅销书相关研究的总体评述等;第二章,中国大陆书业的发展现状和畅销书的兴起与发展;第三章,2000年至2008年我国大陆畅销书综合排行榜分析;第四章,2000年到2008年中国大陆图书市场畅销书的特质分析;第五章,研究总结。
[Abstract]:Under the conditions of modern economic system and market, the best seller is not only the product of publishing industry marketization, but also the promotion of publishing industry marketization and scale management. At the same time, the fierce competition in the book market of our country makes best-selling books become one of the important sources of profit for each publishing unit. It is also a complex and risky task for publishers to succeed in bestsellers, and even in the global book industry, few books are lucky enough to be bestsellers every year. Moreover, under the condition that the marketization degree of the book industry is not high enough and the best seller operation mechanism is not mature enough in our country, it is not easy to operate the best selling book successfully. How to successfully build best-selling books has gradually entered the research field of publishing units, industry people and scholars, and has become their research object. From 2000 to 2008, this paper analyzes the comprehensive list of best-sellers in China from 2000 to 2008, using sociology, book publishing, communication and consumer psychology. The basic characteristics of Chinese mainland bestsellers since the new century have been summarized from three angles, such as marketing knowledge. From the angle of sociology, the author studies and summarizes the basic characteristics of the bestsellers in mainland China from the point of view of sociology. The best seller is not only a general social circulation commodity but also a social cultural product, which is not only a kind of social pop culture but also a material carrier of social pop culture, so the best-selling book has obvious social pop culture characteristics. Such as time, popularity, symbolism and irrationality; From the book publishing discipline, the best-selling books in the theme, text, packaging, marketing and so on from the topic planning to the final sales links are different from the non-best-selling books; From the vertical point of view of the changes of the times, the bestsellers in the real sense of our country are the products of the marketization of the book publishing industry after the reform and opening up, so this article is about 80% of the book publishing industry in 20th century. In 90s, the author makes a simple comparison between the best seller and the best seller in this century. Finally, this paper summarizes the analysis of the characteristics of the best seller and briefly discusses the development trend of the best seller, which can be used as a reference for the publishing company to plan the best seller. This paper is divided into five chapters: the first chapter, introduction, a general introduction to the research situation of this article and the general review of best-selling related research; The second chapter, the development of the book industry in mainland China and the rise and development of bestsellers; The third chapter, from 2000 to 2008, China mainland bestsellers comprehensive list analysis; Chapter 4th, from 2000 to 2008, the characteristics of the best-selling books in mainland China; Chapter 5th, summary of the research.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235-F

【引证文献】