發(fā)布時(shí)間：2018-01-23 17:06

  本文關(guān)鍵詞： 暢銷(xiāo)書(shū) 排行榜 特質(zhì)　出處：《重慶大學(xué)》2010年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 在現(xiàn)代經(jīng)濟(jì)制度與市場(chǎng)條件下,暢銷(xiāo)書(shū)既是出版產(chǎn)業(yè)市場(chǎng)化的產(chǎn)物,又是推動(dòng)出版業(yè)市場(chǎng)化和進(jìn)行規(guī)模經(jīng)營(yíng)、做大做強(qiáng)的動(dòng)力。同時(shí)我國(guó)圖書(shū)市場(chǎng)激烈的競(jìng)爭(zhēng)讓暢銷(xiāo)書(shū)成為各家出版單位盈利的重要來(lái)源之一。然而,出版單位要取得暢銷(xiāo)書(shū)的成功又是一件復(fù)雜和充滿風(fēng)險(xiǎn)的工作,即使在全球書(shū)業(yè)內(nèi),每年有幸成為暢銷(xiāo)書(shū)的圖書(shū)也是鳳毛麟角,更何況在我國(guó)圖書(shū)產(chǎn)業(yè)市場(chǎng)化程度不夠高和暢銷(xiāo)書(shū)運(yùn)作機(jī)制還不夠成熟的條件下,因此,成功運(yùn)作暢銷(xiāo)書(shū)并非易事。所以,如何成功打造暢銷(xiāo)書(shū)逐漸走進(jìn)了出版單位、業(yè)界人士和學(xué)者等的研究視野,成為他們的研究對(duì)象。 本文以2000年到2008年我國(guó)大陸暢銷(xiāo)書(shū)為研究的切入點(diǎn),詳細(xì)分析了這9年的暢銷(xiāo)書(shū)綜合排行榜,運(yùn)用社會(huì)學(xué)、圖書(shū)出版學(xué)、傳播學(xué)、消費(fèi)心理學(xué)、營(yíng)銷(xiāo)學(xué)等學(xué)科知識(shí),分別從三個(gè)角度研究總結(jié)了新世紀(jì)以來(lái)我國(guó)大陸暢銷(xiāo)書(shū)的基本特質(zhì)。從社會(huì)學(xué)角度上看,暢銷(xiāo)書(shū)既屬于一般社會(huì)流通商品又屬于社會(huì)文化產(chǎn)品,既是一種社會(huì)流行文化又是社會(huì)流行文化的物質(zhì)承載物,因此暢銷(xiāo)書(shū)帶有明顯的社會(huì)流行文化特質(zhì),如時(shí)間性、大眾性、符號(hào)性和非理性等;從圖書(shū)出版學(xué)科看,暢銷(xiāo)書(shū)在主題、文本、包裝、營(yíng)銷(xiāo)等從選題策劃到最終銷(xiāo)售環(huán)節(jié)上與非暢銷(xiāo)圖書(shū)相比都存在差異;從時(shí)代變遷縱向上看,在我國(guó)真正意義上的暢銷(xiāo)書(shū)是改革開(kāi)放后圖書(shū)出版產(chǎn)業(yè)市場(chǎng)化的產(chǎn)物,因此本文對(duì)20世紀(jì)80、90年代暢銷(xiāo)書(shū)和本世紀(jì)暢銷(xiāo)書(shū)做了簡(jiǎn)單的比較。最后,本文對(duì)暢銷(xiāo)書(shū)特質(zhì)分析做了總結(jié)并簡(jiǎn)要談到了暢銷(xiāo)書(shū)的發(fā)展趨勢(shì),以供出版單位策劃暢銷(xiāo)書(shū)時(shí)參考。 本文共分為五章:第一章,緒論,大致介紹了本文的研究情況以及暢銷(xiāo)書(shū)相關(guān)研究的總體評(píng)述等;第二章,中國(guó)大陸書(shū)業(yè)的發(fā)展現(xiàn)狀和暢銷(xiāo)書(shū)的興起與發(fā)展;第三章,2000年至2008年我國(guó)大陸暢銷(xiāo)書(shū)綜合排行榜分析;第四章,2000年到2008年中國(guó)大陸圖書(shū)市場(chǎng)暢銷(xiāo)書(shū)的特質(zhì)分析;第五章,研究總結(jié)。
[Abstract]:Under the conditions of modern economic system and market, the best seller is not only the product of publishing industry marketization, but also the promotion of publishing industry marketization and scale management. At the same time, the fierce competition in the book market of our country makes best-selling books become one of the important sources of profit for each publishing unit. It is also a complex and risky task for publishers to succeed in bestsellers, and even in the global book industry, few books are lucky enough to be bestsellers every year. Moreover, under the condition that the marketization degree of the book industry is not high enough and the best seller operation mechanism is not mature enough in our country, it is not easy to operate the best selling book successfully. How to successfully build best-selling books has gradually entered the research field of publishing units, industry people and scholars, and has become their research object. From 2000 to 2008, this paper analyzes the comprehensive list of best-sellers in China from 2000 to 2008, using sociology, book publishing, communication and consumer psychology. The basic characteristics of Chinese mainland bestsellers since the new century have been summarized from three angles, such as marketing knowledge. From the angle of sociology, the author studies and summarizes the basic characteristics of the bestsellers in mainland China from the point of view of sociology. The best seller is not only a general social circulation commodity but also a social cultural product, which is not only a kind of social pop culture but also a material carrier of social pop culture, so the best-selling book has obvious social pop culture characteristics. Such as time, popularity, symbolism and irrationality; From the book publishing discipline, the best-selling books in the theme, text, packaging, marketing and so on from the topic planning to the final sales links are different from the non-best-selling books; From the vertical point of view of the changes of the times, the bestsellers in the real sense of our country are the products of the marketization of the book publishing industry after the reform and opening up, so this article is about 80% of the book publishing industry in 20th century. In 90s, the author makes a simple comparison between the best seller and the best seller in this century. Finally, this paper summarizes the analysis of the characteristics of the best seller and briefly discusses the development trend of the best seller, which can be used as a reference for the publishing company to plan the best seller. This paper is divided into five chapters: the first chapter, introduction, a general introduction to the research situation of this article and the general review of best-selling related research; The second chapter, the development of the book industry in mainland China and the rise and development of bestsellers; The third chapter, from 2000 to 2008, China mainland bestsellers comprehensive list analysis; Chapter 4th, from 2000 to 2008, the characteristics of the best-selling books in mainland China; Chapter 5th, summary of the research.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G235-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 莊婧卿;女性的力量[D];重慶大學(xué);2011年

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本文編號(hào)：1457825