“黄金十年”的童书出版行业生态——以图书价格为切入点

发布时间：2018-12-15 23:45

【摘要】：纵观全球图书市场,目前童书已成为推动整个出版市场前行的一大动力。童书出版已经成长为中国出版业最具活力的板块。过去的十年(2006—2015年)是中国童书出版业繁荣发展的"黄金十年",童书出版的"黄金十年"成为出版业界和学术界关注、热议的话题。以图书价格为切入点,可考察分析过去十年间中国童书出版的行业生态状况。从对中国童书价格的数据分析可以洞悉童书的出版、定价与竞争状况:童书出版是我国出版业的重要组成部分,目前童书出版行业的竞争非常激烈;童书的定价总金额增长迅速,单册童书平均定价持续上升;不同种类童书的定价差异大;童书定价呈现两级分化。由童书价格折射出的童书出版行业生态问题有:童书整体定价水平偏高带来负面影响;系列化童书存在"捆绑销售"问题;网络书店售价严重冲击实体书店;童书版税不断抬升进而影响童书价格。中国童书出版能否迎来下一个"黄金十年",将取决于整个童书出版行业能否实现良性发展,优质的原创内容及有序的童书出版市场环境是其中至关重要的影响因素。
[Abstract]:Throughout the global book market, children's books have become a driving force for the entire publishing market. The publication of children's books has grown into the most dynamic sector of the Chinese publishing industry. The past decade (2006-2015) has been a golden decade for the prosperity and development of Chinese children's book publishing industry. The "golden decade" published by children's books has become a hot topic in the publishing industry and academic circles. From the point of view of book price, the ecological situation of Chinese children's book publishing industry in the past ten years can be investigated and analyzed. From the data analysis of the price of children's books in China, we can find out the publishing, pricing and competition of children's books: the publishing of children's books is an important part of the publishing industry in China, and the competition in the publishing industry of children's books is very fierce at present; The total price of children's books increases rapidly, the average price of children's books increases continuously; the pricing of different kinds of children's books varies greatly; the pricing of children's books is divided into two levels. The ecological problems of children's book publishing industry reflected by the price of children's books include: the negative impact of the overall pricing level of children's books; the problem of "bundling" in the serialization of children's books; Children's book royalties continue to rise and then affect the price of children's books. Whether the publication of children's books in China will usher in the next "golden decade" will depend on whether the whole publishing industry of children's books can achieve good development, among which the quality of original content and the orderly market environment of children's books publishing are the most important factors.
【作者单位】：浙江大学传媒与国际文化学院;
【基金】：国家社会科学基金项目“新媒体环境下阅读行为嬗变与国民阅读素养提升策略研究”(12CTQ015) 中央高校基本科研业务费资助项目“英美出版理论学术史研究”成果之一
【分类号】：G239.2-F

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