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1、 密 级： 学校代码：10075 分类号： 学 号： 20090682 文学硕士学位论文 媒体时代的畅销书营销策略探析 学位申请人 ：刘平 指 导 教 师 ：聂震宁 编审 学 位 级 别 ：文学硕士 学 科 专 业 ：传播学 授 予 单 位 ：河北大学 答 辩 时 间 ：二零一二年六月 ClassifiedIndex: CODE:10075 U.D.C: NO:20090682 A Dissertation for the Degree of M.Arts The Marketing Strategy of Best-selling Book on Media Age Candidate: L
2、iu Ping Supervisor: Nie Zhenning Academic Degree Applied for: Master of Arts Specialty: Communication University: Hebei University Date of Oral Examination: June 2012 摘 要 I摘 要 据北京开卷信息有限公司数据显示，2011 年图书零售市场整体码洋规模超过 400亿元，年度同比增长 5.95%，增幅与 2010 年相比增长 4.12 个百分点，中国图书零售市场增速回升。其中，尤以畅销书的表现最为抢眼。从 2008 年-2011
3、年，畅销书对于市场的码洋贡献越来越大。2011 年前，5%的大众畅销书码洋贡献已达 60.38%。由此可见，畅销书已经成为图书市场的催化剂，其创造的经济价值是一般图书无可替代的。鉴于畅销书如此重要的地位，出版业都已将其视为掌中宝，投入大量优势资源为其服务。随着畅销书市场化运作的不断深入，出版人对于畅销书似乎已经达成了共识，即畅销书需要营销。 近年来， 畅销书市场的营销大战愈演愈烈， 营销手段的出奇翻新无疑是一大亮点。本文正是以畅销书的营销策略为研究对象，并将其放置于媒体时代的大环境中，深入分析大众媒体与畅销书营销的关系， 以期为图书市场涌现更多精品的畅销书提出一些有用的建议。 本文首先对媒体时
4、代的特征效应做出分析， 明确了各种媒介形式的特性以及大众媒体对于信息环境、社会文化和受众的影响。媒体特点的差异性为畅销书营销提供了更加丰富的选择，而信息环境、社会文化和受众是影响畅销书发展的重要因素。其次，笔者围绕畅销书展开研究，从其发展史、特点、价值和形成机制四方面入手，还原畅销书真实风貌。值得注意的是，在畅销书价值取向这一节，笔者引入了 “长尾效应”的理论，从中可以看出新媒体的出现为畅销书的营销提供了全新的模式。 文章第三部分就是笔者列举的畅销书营销的经典案例。这些畅销书都曾经是社会的热点话题，引发了社会各界多层面的大讨论。因此，从这些鲜活的案例中，我们可以为畅销书的营销总结出宝贵的经验。
5、接下来就是本文的重点部分，即畅销书营销策略的理论研究。笔者从广播电视营销、网络营销、微博营销、纸媒营销、多媒体营销等方面指出了媒体时代畅销书的营销策略，并配合相关案例作为说明，表达了论文的主旨。在结语部分，笔者表达了对于畅销书的切身感受。在笔者看来，任何营销手段都只是依附于图书本身才有存在的意义和价值。营销仅仅是一种外在形式，图书本身才是内核。因此，笔者希望出版企业都应以图书的社会效益为出发点，多出版有益于社会文化和谐发展的精品图书。 本文主要运用文献调查法、分析归纳法架构全文，查阅了多本学术理论著作和优秀摘 要 II硕士论文。在文章中，笔者还特别引用一线营销编辑的工作经验以及出版名家的观点，
6、并且查找最新的数据，使全文的论证更加具有说服力。 关键词 媒体时代 畅销书 营销策略 Abstract IIIAbstract According to the data from the Beijing Openbook Co., Ltd., the total price of books retail market has exceeded 40 billion yuan in 2011, with the amount rising by 5.95 percent. In the comparison with 2010, the degree with increasing by 4
7、.12 percent indicates that the growth rate of Chinas book retail market rebound. Among them, the best-selling book was the most popular. From 2008 to 2011, the best-selling book has increasingly occupied the retail market. Before 2011, 5 percent total price of the best-selling book has reached to 60
8、.38 percentage of the whole market. Thus, the best-selling book has played an vital role in the book market, as well as its economic value is hardly replaced by the general books. In the view of an important position, because the best-selling book has been regarded as a treasury of the publish indus
9、try, it has devoted considerable resources to support the best-selling advantages. The deepening of market-oriented operation with the best-selling book, the publisher of best-selling book seems to have reached a consensus that the best-selling book needs marketing. Recently, the marketing of the be
10、st-selling book is highly competitive, as result of the variety of the marketing strategy drawing more attentions. This study mainly explores the marketing strategy of the best-selling book, and makes an analysis of the relationship between mass media and the best-selling book marketing strategy in
11、the background of the media age. Therefore, the emergence of more boutique bestseller book market put forward some useful recommendations. Firstly, this research analyzes the characteristics of the media age, in order to make clear the various forms of media and the mass media for information from t
12、he environmental, social, cultural and audience influence. The differences of the media features offer more choices for the best-selling book marketing strategy, as well as, information from environmental, socio-cultural and audience is viewed as an important factor affecting the development of best
13、-selling book. Secondly, this paper focuses on the four aspects of the best-selling book, such as the history of the development, characteristics, values and the formation mechanism, in order to restore the true style of the best-selling book. Especially, the Abstract IVremarkable portion of this st
14、udy is the value orientation of best-selling book, which the introduction of “long tail effect” provides a new model for the best-selling book marketing for the emergence of new media. Thirdly, the best-selling book marketing classic case, which is a controversial topic in the multi-level of communi
15、ty, is also cited. Meanwhile, this case also provides the valuable experiences of the marketing strategy of the best-selling book. The next section is the main part of this article which is the theoretical study of the best-selling book marketing strategy. The study combines the market theory, which is the product marketing process, from product strategy, pricing strategy, channel strategy, promotional strategy to analyze the marketing of best-selling book, with the market practices which is the above case as an illustration to res
