“95后”少儿畅销书运作研究

发布时间：2018-03-24 21:46

本文选题：“95后”少儿　切入点：畅销书　出处：《湖南师范大学》2011年硕士论文

【摘要】：随着少儿图书市场的竞争日益激烈,少儿畅销书市场的开发也日益受到国内外出版者的关注,他们不断革新理念,运用繁复多样的手段,把丰富的市场营销策略与多样的出版经验相结合,从而促使了少儿畅销书业形成了其独特的运作机制,成为一种出版现象。尽管一部畅销佳作的诞生过程中有很多机遇性因素,但每一部成功的少儿畅销书的背后,都需要出版方运用卓绝的战略眼光和精心的谋划来支撑,需要出版方市场意识、品牌维护、市场预热与运作、宣传策划等多方面的综合配合。为了找出"95后”少儿图书畅销的内在规律,我们必须研究"95后”少儿畅销书,对其现状及运作进行理性的分析考察。只有这样,我们才能时刻保持敏锐的洞察力,及时挖掘图书的内在畅销潜质,并将这种潜质转化为应对挑战的动力和实现市场价值的推力,培养出版方自己的少儿畅销品牌,同时推动中国少儿书业向前发展。本文共四章,第一章为绪论,介绍了"95后”少儿畅销书运作研究的背景、缘起、意义、研究综述、研究思路和研究方法,并阐述了本文的三个重要概念：“畅销书”、“‘95后’少儿畅销书”、“畅销书运作”。在此基础上,第二章和第三章对“95后”少儿阅读特点进行分析,并进一步从时机、市场、选题、内容、书籍的形式、宣传和营销方式等各方面分析了影响“95后”少儿图书畅销的因素,进而第四章对未来少儿畅销书运作提出了自己的一些观点。
[Abstract]:With the increasingly fierce competition in the children's book market, the development of the children's best-selling market has attracted more and more attention from publishers at home and abroad. They are constantly innovating their ideas and using complicated and diverse means. The combination of rich marketing strategies and diverse publishing experiences has prompted the children's best-selling industry to form its unique operating mechanism and become a publishing phenomenon, although there are many opportunistic factors in the birth of a best-selling book. However, behind every successful children's best seller, the publisher needs to use excellent strategic vision and careful planning to support it. It needs the publisher's market awareness, brand maintenance, market preheating and operation. Publicity planning and other aspects of comprehensive cooperation. In order to find out the inherent law of children's books after 95, we must study the best sellers of children after 95, and make a rational analysis of their current situation and operation. Only in this way can we keep sharp insight at all times. This paper explores the inherent selling potential of books in time, and transforms this potential into the motive force to meet the challenge and the push to realize the market value, so as to train the publisher's own children's best-selling brand and promote the development of Chinese children's book industry at the same time. There are four chapters in this paper. The first chapter is the introduction, which introduces the background, origin, significance, research summary, research ideas and research methods of the "after 95" children's best-selling books. It also expounds three important concepts of this paper: "Best seller", "Children's Best seller after 1995", "Best seller Operation". On this basis, the second and third chapters analyze the characteristics of "after 95" children's reading, and further analyze the characteristics of "after 95" children's reading, and further from the opportunity, market, topic, content, etc. This paper analyzes the factors influencing the bestselling of children's books after 1995, and then puts forward some views on the operation of children's best-selling books in the future.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G232

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