【作者】 李金宝；

【导师】 崔保国；

【作者基本信息】 南京师范大学 ， 新闻学， 2004， 硕士

【摘要】 从上世纪90年代以来，我国的文化事业取得了长足的进步。国内图书市场摆脱了书荒，进入了买方市场。出版社之间的竞争日趋激烈，畅销书成了各家出版社竞争的一个重要的砝码。畅销书现象成了近年来图书出版市场中最为重要的现象。 畅销书各具特色，每家出版社运作的方法也不尽相同。本文以畅销书现象入手、分析了畅销书在中国的发展轨迹、分析了畅销书产生的历史原因、畅销书文化和经济方面的特征、给畅销书下了一个比较确切的定义：畅销书就是在市场充分竞争的环境下，在一段时间内，销量达到一定数量，读者面比较广泛，文化性与时尚性强的大众化图书。本文根据市场营销学的传播观点，分析了建立图书营销信息系统的重大意义。引用了郑云霞、胡群撰写的《关于2002读者购书原因和购书消费的调查》的一些数据报告(原载《中国图书商报》2003年5月16日)，重点讨论了畅销书运作过程中畅销书的市场调研、畅销书选题的策划、畅销书出版的实施过程、畅销书营销、畅销书的定价策略等问题，特别是重点论述了畅销书营销七大手段。最后，本文从批判学的角度对畅销书版中的不正确理念和操作方法提出了自己的观点。更多还原

【Abstract】 Since 1990s, Chinese culture industry has made a rapid progress. The Chinese book market has got rid of the shortage of books, entering into the buyer’s market. The competition among the publishing houses is more and more violent, the best-seller takes an important part in every publishing house. The best-seller phenomenon is the most important in publication market during the recent years.Each best-seller has its own characteristic, every publishing house has its own operation way. The article begins from the best-seller phenomenon, analyzing the history of best-seller in China, analyzing the historical causes of best-seller’s appearing, its characters in culture and economy, and making a definition for the best-seller: " The best-seller is a kind of public book whose selling number amounts to a higher level, reader distributes every society ranks, culture and fashion is more cared for in completely competition market environment and during the same time ." According to the communication theory of the marketing, the article analyzes the significance of building book marketing information system. Citing some data from the survey reports-- "reader buying the book’s causes and expenditures in 2002", written byYunxia,zheng and Qun,hu which was edited in the Chinese Book Trade Newspaper, the article importantly study the market investigation, the plan of the best-seller content, the course of the publication operation, the best-seller marketing and the best-seller fixing price. Especially the seven means of marketing the best-sellers. In the end, the article points out the wrong ideas and operating ways during the best-sellers operation in criticizing eyes.更多还原