【摘要】：據(jù)北京開卷信息有限公司數(shù)據(jù)顯示，2011年圖書零售市場(chǎng)整體碼洋規(guī)模超過400億元，，年度同比增長(zhǎng)5.95%，增幅與2010年相比增長(zhǎng)4.12個(gè)百分點(diǎn)，中國(guó)圖書零售市場(chǎng)增速回升。其中，尤以暢銷書的表現(xiàn)最為搶眼。從2008年-2011年，暢銷書對(duì)于市場(chǎng)的碼洋貢獻(xiàn)越來越大。2011年前，5%的大眾暢銷書碼洋貢獻(xiàn)已達(dá)60.38%。由此可見，暢銷書已經(jīng)成為圖書市場(chǎng)的催化劑，其創(chuàng)造的經(jīng)濟(jì)價(jià)值是一般圖書無可替代的。鑒于暢銷書如此重要的地位，出版業(yè)都已將其視為掌中寶，投入大量?jī)?yōu)勢(shì)資源為其服務(wù)。隨著暢銷書市場(chǎng)化運(yùn)作的不斷深入，出版人對(duì)于暢銷書似乎已經(jīng)達(dá)成了共識(shí)，即暢銷書需要營(yíng)銷。近年來，暢銷書市場(chǎng)的營(yíng)銷大戰(zhàn)愈演愈烈，營(yíng)銷手段的出奇翻新無疑是一大亮點(diǎn)。本文正是以暢銷書的營(yíng)銷策略為研究對(duì)象，并將其放置于媒體時(shí)代的大環(huán)境中，深入分析大眾媒體與暢銷書營(yíng)銷的關(guān)系，以期為圖書市場(chǎng)涌現(xiàn)更多精品的暢銷書提出一些有用的建議。 本文首先對(duì)媒體時(shí)代的特征效應(yīng)做出分析，明確了各種媒介形式的特性以及大眾媒體對(duì)于信息環(huán)境、社會(huì)文化和受眾的影響。媒體特點(diǎn)的差異性為暢銷書營(yíng)銷提供了更加豐富的選擇，而信息環(huán)境、社會(huì)文化和受眾是影響暢銷書發(fā)展的重要因素。其次，筆者圍繞暢銷書展開研究，從其發(fā)展史、特點(diǎn)、價(jià)值和形成機(jī)制四方面入手，還原暢銷書真實(shí)風(fēng)貌。值得注意的是，在暢銷書價(jià)值取向這一節(jié)，筆者引入了“長(zhǎng)尾效應(yīng)”的理論，從中可以看出新媒體的出現(xiàn)為暢銷書的營(yíng)銷提供了全新的模式。文章第三部分就是筆者列舉的暢銷書營(yíng)銷的經(jīng)典案例。這些暢銷書都曾經(jīng)是社會(huì)的熱點(diǎn)話題，引發(fā)了社會(huì)各界多層面的大討論。因此，從這些鮮活的案例中，我們可以為暢銷書的營(yíng)銷總結(jié)出寶貴的經(jīng)驗(yàn)。接下來就是本文的重點(diǎn)部分，即暢銷書營(yíng)銷策略的理論研究。筆者從廣播電視營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、微博營(yíng)銷、紙媒營(yíng)銷、多媒體營(yíng)銷等方面指出了媒體時(shí)代暢銷書的營(yíng)銷策略，并配合相關(guān)案例作為說明，表達(dá)了論文的主旨。在結(jié)語部分，筆者表達(dá)了對(duì)于暢銷書的切身感受。在筆者看來，任何營(yíng)銷手段都只是依附于圖書本身才有存在的意義和價(jià)值。營(yíng)銷僅僅是一種外在形式，圖書本身才是內(nèi)核。因此，筆者希望出版企業(yè)都應(yīng)以圖書的社會(huì)效益為出發(fā)點(diǎn)，多出版有益于社會(huì)文化和諧發(fā)展的精品圖書。 本文主要運(yùn)用文獻(xiàn)調(diào)查法、分析歸納法架構(gòu)全文，查閱了多本學(xué)術(shù)理論著作和優(yōu)秀碩士論文。在文章中，筆者還特別引用一線營(yíng)銷編輯的工作經(jīng)驗(yàn)以及出版名家的觀點(diǎn)，并且查找最新的數(shù)據(jù)，使全文的論證更加具有說服力。
[Abstract]:The overall volume of the book retail market exceeded 40 billion yuan in 2011, with an annual increase of 5.95 percentage points, an increase of 4.12 percentage points compared with 2010, and a rebound in China's book retail market, according to data from Beijing Open Book Information Co., Ltd. Among them, the performance of the best-selling book is the most striking. From 2008 to 2011, bestsellers contributed more and more to the market. By 2011, 5percent of the popular bestsellers had contributed 60.38 percent. Thus, the best-selling books have become the catalyst of the book market, its economic value is irreplaceable. Given the importance of bestsellers, the publishing industry has seen it as a treasure in the palm, putting in a lot of superior resources to serve it. With the deepening of the market-oriented operation of best-selling books, publishers seem to have reached a consensus that best-selling books need to be marketed. In recent years, the best-selling market marketing war intensified, marketing means of extraordinary renovation is undoubtedly a bright spot. This article takes the best selling book marketing strategy as the research object, and puts it in the media age environment, deeply analyzes the relationship between the mass media and the best selling book marketing. With a view to book market for the emergence of more boutique best-selling books to put forward some useful suggestions. This paper first analyzes the characteristic effects of the media age, and clarifies the characteristics of various media forms and the influence of mass media on the information environment, social culture and audience. The difference of media features provides a richer choice for the bestseller marketing, and the information environment, social culture and audience are the important factors that affect the development of the bestseller. Secondly, the author focuses on the research of bestsellers, starting with the history, characteristics, value and formation mechanism of the bestsellers, to restore the true style and features of the bestsellers. It is worth noting that in the section of the value orientation of best-selling books, the author introduces the theory of "long tail effect", from which we can see that the emergence of new media provides a new model for the marketing of best-selling books. The third part of the article is the author enumerates the classic case of bestseller marketing. These best-selling books were once a hot topic in the society, and caused a lot of discussion in all walks of life. Therefore, from these fresh cases, we can sum up valuable experience for the marketing of bestsellers. The following is the key part of this article, that is, the best-seller marketing strategy theoretical research. The author points out the marketing strategies of best-selling books in the media era from the aspects of radio and television marketing, network marketing, Weibo marketing, print media marketing, multimedia marketing, etc. In the conclusion part, the author expresses the personal feeling for the best-selling book. In the author's opinion, any marketing means only depends on the book itself to have the significance and the value. Marketing is only an external form, the book itself is the core. Therefore, the author hopes that publishing enterprises should take the social benefits of books as the starting point and publish more high-quality books beneficial to the harmonious development of social culture. This paper mainly uses the literature survey method to analyze the inductive structure of the full text, consulting a number of academic theoretical works and excellent master's thesis. In the article, the author also quotes the experience of the front-line marketing editor and the viewpoint of the famous publisher, and looks up the latest data to make the argument of the full text more persuasive.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G235-F

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