本文關鍵詞： 《萌芽》 市場 轉型 新概念作文大賽 文學生產(chǎn)　出處：《中國海洋大學》2012年碩士論文　論文類型：學位論文

【摘要】：《萌芽》的市場化轉型歷程在文學期刊的轉型中頗具代表性�！睹妊俊穭�(chuàng)刊于1956年，是新中國第一本專門以青年文學為主題的期刊，其發(fā)展歷程曲折，幾經(jīng)沉浮。1996年為應對市場經(jīng)濟沖擊，《萌芽》開始轉變期刊定位，進行改版。1998年，《萌芽》啟動新概念作文大賽，將市場化轉型推向深入。此后，《萌芽》牢牢抓住品牌優(yōu)勢進行市場化生產(chǎn)，經(jīng)營范圍從雜志擴大到圖書出版、網(wǎng)站、電子閱讀等各個領域，逐漸形成一條完整的文化產(chǎn)業(yè)鏈。可以說，通過市場化轉型，《萌芽》成功擺脫了經(jīng)營困境，，并且開拓出一套完整的市場化運作模式。本文的研究重點是通過對《萌芽》改版這一現(xiàn)象的分析來探究市場化轉型后《萌芽》的文學生產(chǎn)機制的變化趨向，研究目的是希望能通過《萌芽》的市場化轉型這一個案來觀照市場對文學期刊的影響，以及在市場經(jīng)濟這一大的社會文化語境下，當代文學的發(fā)展趨向，所獲得的研究結論有兩點：一是市場經(jīng)濟使文學期刊的生產(chǎn)機制發(fā)生了深刻變化，雖然這種變化對文學期刊產(chǎn)生著正反雙重影響，但市場化已經(jīng)是文學期刊發(fā)展的必由之路；二是文學期刊在發(fā)展過程中要正確處理文學和市場的關系，統(tǒng)籌兼顧，不可偏廢其一。 本文主要從四個部分對《萌芽》的市場化轉型進行研究。第一部分是背景部分，主要闡述了《萌芽》改版前的生存環(huán)境和發(fā)展歷史。本部分首先對計劃經(jīng)濟時期文學期刊的功能、地位和格局進行梳理，然后對80年代中期之后，文學期刊“改版潮”的發(fā)生環(huán)境和改版策略進行探討，從而對《萌芽》改版前所處的宏觀生態(tài)環(huán)境有了一個清晰的了解。之后詳細闡述了《萌芽》在1996年改版前的發(fā)展歷史，從而與市場化轉型后《萌芽》的發(fā)展狀況進行比較。第二部分是本文的重點部分，即對《萌芽》的市場化轉型的過程加以探討。本部分按照時間順序分為兩層，第一層探討了《萌芽》在初步轉型階段如何來轉變期刊定位：即努力尋找市場和文學的結合點，第二層是本部分也是整篇論文的重點和難點，即對助推《萌芽》成功轉型的關鍵活動——新概念作文大賽的研究。關于新概念作文大賽的探討本文從三方面展開。一是新概念作文大賽的發(fā)生背景和概況，二是新概念作文大賽的成功之處，三是新概念作文大賽所彰顯的當代文學生產(chǎn)機制的復雜性。第三部分論述了實現(xiàn)市場化轉型后，《萌芽》的文學生產(chǎn)機制所發(fā)生的變化，主要分為培育“明星”作家，培育和發(fā)掘消費群體，文學品牌的產(chǎn)業(yè)化運營和《萌芽》立足“好看”的內容定位幾方面。第四部分從《萌芽》的市場化轉型這一個案擴展開來，討論了文學期刊與市場的關系。第五部分是結語部分。
[Abstract]:The course of market-oriented transformation of "germination" is quite representative in the transformation of literary periodicals. "sprout" was founded in 1956, and it is the first periodical with the theme of youth literature in New China, and its development is tortuous. In 1996, in order to deal with the impact of the market economy, "germination" began to change the positioning of periodicals, and revised. 1998, "germination" started a new concept composition contest. From then on, "germination" firmly grasped the brand advantage to carry on the market-oriented production, the management scope expanded from the magazine to the book publication, the website, the electronic reading and so on each domain. Gradually formed a complete cultural industry chain. It can be said that through the market-oriented transformation, "germination" successfully out of the business dilemma. And develop a complete set of market-oriented operation mode. The focus of this study is to explore the trend of literature production mechanism after the market-oriented transformation through the analysis of the phenomenon of "germination" revision. The purpose of this study is to study the influence of the market on literary journals and the development trend of contemporary literature in the social and cultural context of market economy. There are two conclusions: one is that the market economy has made a profound change in the production mechanism of literary journals, although this change has both positive and negative effects on literary journals. However, marketization is the only way to the development of literary periodicals. Second, literary periodicals should correctly handle the relationship between literature and market in the process of development. This paper mainly studies the market-oriented transformation of "germination" from four parts. The first part is the background part. This part mainly expounds the living environment and development history before the "germination" revision. This part firstly combs the function, status and pattern of the literary periodicals in the planned economy period, and then after the middle of 80s. This paper discusses the occurrence environment and revision strategy of the literary periodical "revision tide". So we have a clear understanding of the macro-ecological environment before the "germination" revision, and then elaborated the development history of "germination" before the revision in 1996. The second part is the key part of this paper, that is, to explore the process of market-oriented transformation of "germination". This part is divided into two layers according to the time sequence. The first layer discusses how to change the positioning of periodicals in the initial stage of transformation: try to find the combination of market and literature, and the second layer is the focus and difficulty of the whole paper. That is to say, the research on the new concept composition contest, which is the key activity to promote the successful transformation of "germination". The discussion on the new concept composition contest is carried out from three aspects. The first is the background and general situation of the new concept composition contest. The second is the success of the new concept composition contest, the third is the complexity of the contemporary literary production mechanism highlighted by the new concept composition contest. The third part discusses the realization of market-oriented transformation. The changes in the literary production mechanism of "germination" are mainly divided into the cultivation of "star" writers, and the cultivation and exploration of consumer groups. The industrialization operation of literary brand and the content orientation of "good looking" based on "germination". 4th part extends from the case of "germination" to market-oriented transformation. This paper discusses the relationship between literary periodicals and market. Part 5th is the conclusion.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2

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本文編號：1481054