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  本文選題：“95后”少兒　切入點(diǎn)：暢銷書(shū)　出處：《湖南師范大學(xué)》2011年碩士論文

【摘要】：隨著少兒圖書(shū)市場(chǎng)的競(jìng)爭(zhēng)日益激烈,少兒暢銷書(shū)市場(chǎng)的開(kāi)發(fā)也日益受到國(guó)內(nèi)外出版者的關(guān)注,他們不斷革新理念,運(yùn)用繁復(fù)多樣的手段,把豐富的市場(chǎng)營(yíng)銷策略與多樣的出版經(jīng)驗(yàn)相結(jié)合,從而促使了少兒暢銷書(shū)業(yè)形成了其獨(dú)特的運(yùn)作機(jī)制,成為一種出版現(xiàn)象。盡管一部暢銷佳作的誕生過(guò)程中有很多機(jī)遇性因素,但每一部成功的少兒暢銷書(shū)的背后,都需要出版方運(yùn)用卓絕的戰(zhàn)略眼光和精心的謀劃來(lái)支撐,需要出版方市場(chǎng)意識(shí)、品牌維護(hù)、市場(chǎng)預(yù)熱與運(yùn)作、宣傳策劃等多方面的綜合配合。 為了找出"95后”少兒圖書(shū)暢銷的內(nèi)在規(guī)律,我們必須研究"95后”少兒暢銷書(shū),對(duì)其現(xiàn)狀及運(yùn)作進(jìn)行理性的分析考察。只有這樣,我們才能時(shí)刻保持敏銳的洞察力,及時(shí)挖掘圖書(shū)的內(nèi)在暢銷潛質(zhì),并將這種潛質(zhì)轉(zhuǎn)化為應(yīng)對(duì)挑戰(zhàn)的動(dòng)力和實(shí)現(xiàn)市場(chǎng)價(jià)值的推力,培養(yǎng)出版方自己的少兒暢銷品牌,同時(shí)推動(dòng)中國(guó)少兒書(shū)業(yè)向前發(fā)展。 本文共四章,第一章為緒論,介紹了"95后”少兒暢銷書(shū)運(yùn)作研究的背景、緣起、意義、研究綜述、研究思路和研究方法,并闡述了本文的三個(gè)重要概念：“暢銷書(shū)”、“‘95后’少兒暢銷書(shū)”、“暢銷書(shū)運(yùn)作”。在此基礎(chǔ)上,第二章和第三章對(duì)“95后”少兒閱讀特點(diǎn)進(jìn)行分析,并進(jìn)一步從時(shí)機(jī)、市場(chǎng)、選題、內(nèi)容、書(shū)籍的形式、宣傳和營(yíng)銷方式等各方面分析了影響“95后”少兒圖書(shū)暢銷的因素,進(jìn)而第四章對(duì)未來(lái)少兒暢銷書(shū)運(yùn)作提出了自己的一些觀點(diǎn)。
[Abstract]:With the increasingly fierce competition in the children's book market, the development of the children's best-selling market has attracted more and more attention from publishers at home and abroad. They are constantly innovating their ideas and using complicated and diverse means. The combination of rich marketing strategies and diverse publishing experiences has prompted the children's best-selling industry to form its unique operating mechanism and become a publishing phenomenon, although there are many opportunistic factors in the birth of a best-selling book. However, behind every successful children's best seller, the publisher needs to use excellent strategic vision and careful planning to support it. It needs the publisher's market awareness, brand maintenance, market preheating and operation. Publicity planning and other aspects of comprehensive cooperation. In order to find out the inherent law of children's books after 95, we must study the best sellers of children after 95, and make a rational analysis of their current situation and operation. Only in this way can we keep sharp insight at all times. This paper explores the inherent selling potential of books in time, and transforms this potential into the motive force to meet the challenge and the push to realize the market value, so as to train the publisher's own children's best-selling brand and promote the development of Chinese children's book industry at the same time. There are four chapters in this paper. The first chapter is the introduction, which introduces the background, origin, significance, research summary, research ideas and research methods of the "after 95" children's best-selling books. It also expounds three important concepts of this paper: "Best seller", "Children's Best seller after 1995", "Best seller Operation". On this basis, the second and third chapters analyze the characteristics of "after 95" children's reading, and further analyze the characteristics of "after 95" children's reading, and further from the opportunity, market, topic, content, etc. This paper analyzes the factors influencing the bestselling of children's books after 1995, and then puts forward some views on the operation of children's best-selling books in the future.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G232

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