【摘要】：縱觀全球圖書市場,目前童書已成為推動整個出版市場前行的一大動力。童書出版已經(jīng)成長為中國出版業(yè)最具活力的板塊。過去的十年(2006—2015年)是中國童書出版業(yè)繁榮發(fā)展的"黃金十年",童書出版的"黃金十年"成為出版業(yè)界和學(xué)術(shù)界關(guān)注、熱議的話題。以圖書價格為切入點,可考察分析過去十年間中國童書出版的行業(yè)生態(tài)狀況。從對中國童書價格的數(shù)據(jù)分析可以洞悉童書的出版、定價與競爭狀況:童書出版是我國出版業(yè)的重要組成部分,目前童書出版行業(yè)的競爭非常激烈;童書的定價總金額增長迅速,單冊童書平均定價持續(xù)上升;不同種類童書的定價差異大;童書定價呈現(xiàn)兩級分化。由童書價格折射出的童書出版行業(yè)生態(tài)問題有:童書整體定價水平偏高帶來負(fù)面影響;系列化童書存在"捆綁銷售"問題;網(wǎng)絡(luò)書店售價嚴(yán)重沖擊實體書店;童書版稅不斷抬升進而影響童書價格。中國童書出版能否迎來下一個"黃金十年",將取決于整個童書出版行業(yè)能否實現(xiàn)良性發(fā)展,優(yōu)質(zhì)的原創(chuàng)內(nèi)容及有序的童書出版市場環(huán)境是其中至關(guān)重要的影響因素。
[Abstract]:Throughout the global book market, children's books have become a driving force for the entire publishing market. The publication of children's books has grown into the most dynamic sector of the Chinese publishing industry. The past decade (2006-2015) has been a golden decade for the prosperity and development of Chinese children's book publishing industry. The "golden decade" published by children's books has become a hot topic in the publishing industry and academic circles. From the point of view of book price, the ecological situation of Chinese children's book publishing industry in the past ten years can be investigated and analyzed. From the data analysis of the price of children's books in China, we can find out the publishing, pricing and competition of children's books: the publishing of children's books is an important part of the publishing industry in China, and the competition in the publishing industry of children's books is very fierce at present; The total price of children's books increases rapidly, the average price of children's books increases continuously; the pricing of different kinds of children's books varies greatly; the pricing of children's books is divided into two levels. The ecological problems of children's book publishing industry reflected by the price of children's books include: the negative impact of the overall pricing level of children's books; the problem of "bundling" in the serialization of children's books; Children's book royalties continue to rise and then affect the price of children's books. Whether the publication of children's books in China will usher in the next "golden decade" will depend on whether the whole publishing industry of children's books can achieve good development, among which the quality of original content and the orderly market environment of children's books publishing are the most important factors.
【作者單位】： 浙江大學(xué)傳媒與國際文化學(xué)院;
【基金】：國家社會科學(xué)基金項目“新媒體環(huán)境下閱讀行為嬗變與國民閱讀素養(yǎng)提升策略研究”(12CTQ015) 中央高�；究蒲袠I(yè)務(wù)費資助項目“英美出版理論學(xué)術(shù)史研究”成果之一
【分類號】：G239.2-F

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