后浪出版经营策略研究

发布时间：2018-03-17 20:51

本文选题：后浪　切入点：图书出版　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：后浪出版咨询(北京)有限责任公司(下文简称为“后浪”)成立于2006年,自成立至今逐步建成了完整的出版机构组织架构,包括编辑、设计、制作、印制、仓储、推广、销售等在内的多个环节,至今为止策划出版图书千余种,涉及包括艺术、人文社科、大众、童书等多种类别。尤其近年来,其在出版业和图书市场上的表现以及取得的成绩十分突出,2015年推出的现象级涂色书《秘密花园》使得后浪受到广泛关注。此外,后浪在各个领域均有兼具销量与品质的代表之作,尤其是后浪策划的电影、历史、艺术类图书和图像小说,均在市场上和相应领域内引起了较好的反响、在业内和读者间都收获了优良的口碑,使得后浪现已逐步发展成为中国知名民营出版公司。本文以个案研究法作为主要研究方法,通过运用所学知识,结合“后浪”的经营状况,从产品结构与产品组成入手,深入分析其内在蕴含的商业逻辑并总结其出版经营运用的策略,以期对我国民营书业公司的发展提供值得借鉴的思考方向。全文写作共分为五个部分。第一章旨在阐明本文的研究目的与意义、研究现状、以及研究方法与创新点;第二章对后浪发展的历史概况,做了详细的梳理,并对其经营理念与发展目标做出了解读;第三章对后浪的产品结构与产品组成进行了分析;第四章,深入分析并论述后浪的出版经营策略和其内在的商业逻辑;第五章总结了后浪的发展模式对我国民营出版公司的发展提供了那些经验或可思考的方向。
[Abstract]:Houlang Publishing Consulting (Beijing) Co., Ltd (hereinafter referred to as "Houlang") was founded in 2006. Since its establishment, it has gradually completed a complete organizational structure of publishing institutions, including editing, design, production, printing, warehousing and promotion. More than a thousand kinds of books have been planned and published so far, including sales, including arts, humanities, social sciences, public, children's books, and so on. Especially in recent years, Its performance and achievements in the publishing industry and the book market are very outstanding. The phenomenon class coloring book "Secret Garden" launched in 2015 has attracted extensive attention. Houlang has representatives of both sales and quality in all fields, especially the films, history, art books and graphic novels planned by Houlang, all of which have aroused a good response in the market and in the corresponding fields. Both in the industry and among readers have gained a good reputation, so that Houlang has gradually developed into a well-known private publishing company in China. This paper takes the case study method as the main research method, through the use of the knowledge learned, Combined with the management situation of "Houlang", starting with the product structure and product composition, this paper deeply analyzes its inherent business logic and summarizes the strategies of its publishing operation and application. The thesis is divided into five parts. The first chapter aims to clarify the purpose and significance of this paper, the current research situation, and the research methods and innovation points. The second chapter makes a detailed analysis of the history of Houlang's development, and makes an interpretation of its business philosophy and development goal; the third chapter analyzes the product structure and product composition of Houlang; chapter 4th, Chapter 5th summarizes the development model of Houlang which provides some experience or direction for the development of private publishing companies in China.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2-F

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