畅销书出版模式探析

发布时间：2018-03-16 15:22

本文选题：畅销书　切入点：出版模式　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：书籍是传播知识、积累文化的物质载体,传承着社会文明,同时也创造着商业价值。随着近年来国民经济增长以及文化消费的升级,图书行业经历了产业规模的持续扩张以及出版模式的转型升级。北京开卷信息有限公司数据显示,2015年图书零售市场整体的码洋达到了624亿元,相比于2014年同比增长12.8%,中国图书零售市场增速回升。尤其以畅销书的表现最为抢眼,而书业的“二八法则”也相当显著,即占市场在销品种比例不高的畅销书却能够为整个图书零售市场贡献高比例的销售码洋,从2012年至2015年,畅销书对于市场的码洋贡献越来越大,在2015年动销的136万种图书中,监控销量排名前5%图书码洋贡献率达到64.43%。因此,畅销书已成为书业市场的助推器,其中所创造的社会价值和经济价值都是其他图书种类无可替代的。由于畅销书如此重要的地位,出版者更加注重畅销书市场的开发和利用,将丰富的出版经验和市场运作策略相结合,从而在激烈的市场竞争中获得一席之地。当下,不论从出版业整体发展还是出版机构的战略选择来看,完善成熟的畅销书出版模式是出版机构成功获得社会效益和经济效益的基础。反观,一旦出版机构缺乏完善有效的出版模式,畅销书市场必然会出现功利性、投机性以及短视化等行为。畅销书出版模式是畅销书产品从市场调研、内容生产、装帧设计、发行营销到读者反馈等整体环节的系统运作过程中,每个环节都相互影响、相互作用,构成一个完整的畅销书出版模式。本文正是以畅销书的出版模式为研究对象,并将其置于当今的大环境中,对畅销书的出版模式进行深入解析,能帮助我们探求畅销书畅销的必然因素,从而发现畅销潜质,并将这种潜质转化为社会效益与经济效益,同时还可以有效的增加出版机构的核心竞争力,形成出版社特有的出版理念和品牌。本文共分为八章,第一章是绪论,介绍了选题意义、文献综述、研究思路和研究方法等;第二章是畅销书基本情况,对畅销书的概念和维度进行了定义,同时也分析了畅销书的出版产业链。第三章对畅销书的消费需求进行了探析,介绍了畅销书的消费市场的基本情况以及市场需求预测的几个方法,从四个方面提出了新业态下畅销书的市场需求,以及其需求变化的影响因素。第四章至第七章通过提出问题、解决问题的方法对畅销书的内容生产模式、图书表现形式、图书发行模式以及读者反馈形式进行探析,同时提出新业态下畅销书出版模式的发展状态。第八章对我国畅销书未来发展进行了探讨,提出了我国畅销书未来发展的趋势对畅销书以及畅销书研究进行展望,意在对业界相关问题的研究提供借鉴。
[Abstract]:The book is the dissemination of knowledge, the accumulation of material culture, inheritance of social civilization, but also to create a commercial value. In recent years, with the growth of the national economy and cultural consumption, the book industry has experienced the transformation and upgrading of the continued expansion of industrial scale and publishing model. Data of Beijing limited company Openbook information display, 2015 book retail market as a whole the price reached 62 billion 400 million yuan, compared to 2014 an increase of 12.8%, China book retail market growth picked up. Especially in the best-selling book the most eye-catching performance, while the book "28 principle" is quite remarkable, that market share is not high in the proportion of the best-selling book sales varieties can contribute a high proportion for the entire book retail market the sales tax, from 2012 to 2015, the best-selling book has increasingly occupied the retail market in 2015, 1 million 360 thousand kinds of books in the sales volume of the top pin, monitoring The 5% Book tax contribution rate reached 64.43%. the best-selling book market has become a booster, which created the social value and economic value are other types of books is irreplaceable. Due to such an important position of best-selling book, the publisher pays more attention to the development and utilization of the best-selling book market, combining the rich experience in publishing and marketing the strategy, so as to obtain a space for one person in the fierce competition in the market. At present, regardless of the strategic choice from the overall development of the publishing industry and publishing institutions, perfecting best-selling book publishing agency model is the basis for successful economic and social benefits. On the other hand, once the lack of perfect and effective publication publishing model, best-selling book market there will be utilitarian, speculative and short-sighted behavior. The best-selling book publishing model is a best-selling products from the market research, content production, Graphic design, system operation process of marketing to reader feedback overall link, each link of mutual influence, interaction, form a complete book publishing model. This paper is based on the best-selling book publishing model as the research object, and place it in today's environment, in-depth analysis on the best-selling the book publishing model, the inevitable factors can help us explore the bestseller selling, which found selling potential, and the potential for transformation of social and economic benefits, but also can effectively increase the core competitiveness of publishing institutions, the formation of unique ideas and brand publishing press. This paper is divided into eight chapters, the first the chapter is the introduction, introduces the significance of the topic, literature review, research ideas and research methods; the second chapter is the basic situation of the best-selling book, the concept and dimensions of best-selling books are defined, and also analyzes Chang The book publishing industry chain. The third chapter of consumer demand for the best-selling book on the basic situation, introduces several methods best-selling consumer market and the market demand forecast, the best-selling market demand of new formats is presented from four aspects, as well as the influence of the changing needs of the fourth chapter to the seventh factors. Chapter the author puts forward some problems, the best-selling model of content production methods to solve the problems, book form, book distribution mode and the readers of the feedback form, and puts forward the new format of the best-selling book in the development of state pattern. The eighth chapter discusses the future development of China's best-selling book, put forward the future development of China's best-selling the Book Trends of best-selling books and best-selling research, intended to study the related problems of the industry to provide reference.

【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G235

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