媒体时代的畅销书营销策略探析

发布时间：2018-07-22 17:07

【摘要】：据北京开卷信息有限公司数据显示，2011年图书零售市场整体码洋规模超过400亿元，，年度同比增长5.95%，增幅与2010年相比增长4.12个百分点，中国图书零售市场增速回升。其中，尤以畅销书的表现最为抢眼。从2008年-2011年，畅销书对于市场的码洋贡献越来越大。2011年前，5%的大众畅销书码洋贡献已达60.38%。由此可见，畅销书已经成为图书市场的催化剂，其创造的经济价值是一般图书无可替代的。鉴于畅销书如此重要的地位，出版业都已将其视为掌中宝，投入大量优势资源为其服务。随着畅销书市场化运作的不断深入，出版人对于畅销书似乎已经达成了共识，即畅销书需要营销。近年来，畅销书市场的营销大战愈演愈烈，营销手段的出奇翻新无疑是一大亮点。本文正是以畅销书的营销策略为研究对象，并将其放置于媒体时代的大环境中，深入分析大众媒体与畅销书营销的关系，以期为图书市场涌现更多精品的畅销书提出一些有用的建议。本文首先对媒体时代的特征效应做出分析，明确了各种媒介形式的特性以及大众媒体对于信息环境、社会文化和受众的影响。媒体特点的差异性为畅销书营销提供了更加丰富的选择，而信息环境、社会文化和受众是影响畅销书发展的重要因素。其次，笔者围绕畅销书展开研究，从其发展史、特点、价值和形成机制四方面入手，还原畅销书真实风貌。值得注意的是，在畅销书价值取向这一节，笔者引入了“长尾效应”的理论，从中可以看出新媒体的出现为畅销书的营销提供了全新的模式。文章第三部分就是笔者列举的畅销书营销的经典案例。这些畅销书都曾经是社会的热点话题，引发了社会各界多层面的大讨论。因此，从这些鲜活的案例中，我们可以为畅销书的营销总结出宝贵的经验。接下来就是本文的重点部分，即畅销书营销策略的理论研究。笔者从广播电视营销、网络营销、微博营销、纸媒营销、多媒体营销等方面指出了媒体时代畅销书的营销策略，并配合相关案例作为说明，表达了论文的主旨。在结语部分，笔者表达了对于畅销书的切身感受。在笔者看来，任何营销手段都只是依附于图书本身才有存在的意义和价值。营销仅仅是一种外在形式，图书本身才是内核。因此，笔者希望出版企业都应以图书的社会效益为出发点，多出版有益于社会文化和谐发展的精品图书。本文主要运用文献调查法、分析归纳法架构全文，查阅了多本学术理论著作和优秀硕士论文。在文章中，笔者还特别引用一线营销编辑的工作经验以及出版名家的观点，并且查找最新的数据，使全文的论证更加具有说服力。
[Abstract]:The overall volume of the book retail market exceeded 40 billion yuan in 2011, with an annual increase of 5.95 percentage points, an increase of 4.12 percentage points compared with 2010, and a rebound in China's book retail market, according to data from Beijing Open Book Information Co., Ltd. Among them, the performance of the best-selling book is the most striking. From 2008 to 2011, bestsellers contributed more and more to the market. By 2011, 5percent of the popular bestsellers had contributed 60.38 percent. Thus, the best-selling books have become the catalyst of the book market, its economic value is irreplaceable. Given the importance of bestsellers, the publishing industry has seen it as a treasure in the palm, putting in a lot of superior resources to serve it. With the deepening of the market-oriented operation of best-selling books, publishers seem to have reached a consensus that best-selling books need to be marketed. In recent years, the best-selling market marketing war intensified, marketing means of extraordinary renovation is undoubtedly a bright spot. This article takes the best selling book marketing strategy as the research object, and puts it in the media age environment, deeply analyzes the relationship between the mass media and the best selling book marketing. With a view to book market for the emergence of more boutique best-selling books to put forward some useful suggestions. This paper first analyzes the characteristic effects of the media age, and clarifies the characteristics of various media forms and the influence of mass media on the information environment, social culture and audience. The difference of media features provides a richer choice for the bestseller marketing, and the information environment, social culture and audience are the important factors that affect the development of the bestseller. Secondly, the author focuses on the research of bestsellers, starting with the history, characteristics, value and formation mechanism of the bestsellers, to restore the true style and features of the bestsellers. It is worth noting that in the section of the value orientation of best-selling books, the author introduces the theory of "long tail effect", from which we can see that the emergence of new media provides a new model for the marketing of best-selling books. The third part of the article is the author enumerates the classic case of bestseller marketing. These best-selling books were once a hot topic in the society, and caused a lot of discussion in all walks of life. Therefore, from these fresh cases, we can sum up valuable experience for the marketing of bestsellers. The following is the key part of this article, that is, the best-seller marketing strategy theoretical research. The author points out the marketing strategies of best-selling books in the media era from the aspects of radio and television marketing, network marketing, Weibo marketing, print media marketing, multimedia marketing, etc. In the conclusion part, the author expresses the personal feeling for the best-selling book. In the author's opinion, any marketing means only depends on the book itself to have the significance and the value. Marketing is only an external form, the book itself is the core. Therefore, the author hopes that publishing enterprises should take the social benefits of books as the starting point and publish more high-quality books beneficial to the harmonious development of social culture. This paper mainly uses the literature survey method to analyze the inductive structure of the full text, consulting a number of academic theoretical works and excellent master's thesis. In the article, the author also quotes the experience of the front-line marketing editor and the viewpoint of the famous publisher, and looks up the latest data to make the argument of the full text more persuasive.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235-F

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