星作家的市场生存模式研究——以郭敬明、韩寒为例

论文编号:WHCY019 论文字数:17668,页数:22 附任务书,开题报告,外文翻译,文献综述

 摘要：资本运营和市场营销是企业快速成长的重要手段。在西方发达国家，许多出版集团正是借此在规模上迅速膨胀。在中国，图书出版的资本运营才刚刚起步。进入21世纪后，图书出版作为新时代氛围下的产物曾经受到了诸多媒体元素的影响，市场经济体制下整个图书市场又不可避免的渗透进了商业化元素和经济利润驱动。市场出现了“80后”文学热销的出现，以韩寒、郭敬明为典型的星作家预示着通过各种手段、途径和机制，以最大限度地实现资本增值为目的的一种出版运营管理模式在中国的诞生。明星作家的资本运营和市场营销模式已经成为了产业链的微缩体系。
 中国图书出版已开始向规模化方向发展，但这种出版模式在具体构建与建设的过程中，还存在不少矛盾与问题。郭敬明韩寒等星作家对出版业的推动和其创造的巨大经济和社会效益，其个人明星化效益，同时也在某种程度上也造成的图书出版市场的偏向。为了更好的推进我国星作家市场模式的发展，开拓图书出版市场的新道路，我们要寻求内部融资上的解决方案，同时完善外部市场运营的体制基础，按照市场要求进行适应性改革创新。
 关键词：图书出版；星作家；资本运营；市场营销
 
 
A STUDY OF STAR WRITER MARKET SURVIVAL MODE, SUCH AS GUOJINGMING AND HANHAN
 ABSTRACT: In the developed countries, capital operations and marketing have been developed greatly and become more and more an important method to expand the enterprises. Many publishing group companies have been integrated or diversified in terms of capital operations. Therefore, capital operations and marketing have been considered as an accelerator of publishing development. In China, publishing capital operations are also started. Into the 21st century, publishing atmosphere as the product of a new era has been the impact of various media elements, the entire book market economy the market is the inevitable element of penetration into the commercial and economic profit-driven. It has been the “80” Literature-selling phenomenon, by typical star writers such as Hanhan, Guojingming, indicates the management mode which through a variety of means, ways and mechanisms to maximize capital appreciation for the purpose of a publishing operation in China was born. Star writer and marketing capital operation model has become a miniature chain system.
  It indicates clearly that Chinese publishing enterprises begin to rapidly develop toward to large scales operations, but in the publishing model, the concrete construction and the process of building, there are still many contradictions and problems. Hanhan, Guojingming and other star writers and the publishing industry to promote the creation of huge economic and social benefits, the individual star of efficiency, while also to some extent caused by bias in the book publishing market. In order to better promote the development of China''s star writer and find a new way for Book publishing market, we to seek solutions about Internal financing, we to seek solutions about Internal financing, while improving the external publishing market of the institutional infrastructure of capital, Restructuring according to market requirements.
  Keywords：Book publishing; star writer; capital operation; Marketing
 
目  录
绪论 …………………………………………………………………………………………1
一、 星作家图书出版热销现象解读………………………………………………………2
（一） 图书出版的经济学解读………………………………………………………2
1.我国图书出版业的现状 …………………………………………………2
1.1我国出版业总况 ………………………………………………………2
1.2我国图书出版现状分析 ………………………………………………2
2.图书出版市场的激烈竞争 ………………………………………………4
（二）星作家图书热销现象的分析 …………………………………………………5
1.“80后”文学热销表现……………………………………………………… 5
2.受众及其市场定位分析……………………………………………………… 5
2.1对受众的分析 …………………………………………………………6
2.2对作品题材的分析…………………………………………………… 6
2.3对80后作家自身的分析……………………………………………… 7
（三）星作家的解读 …………………………………………………………………7
1.星作家的含义及特点 …………………………………………………………7
二、我国星作家资本运营和市场营销现状分析 …………………………………………7
（一）我国图书市场运营模式的优劣势分析 ………………………………………7
1.我国图书市场运营模式的局限性 ……………………………………………7
2.我国图书市场运营模式的优势 ………………………………………………8
（二）我国星作家市场生存模式的可行性分析 ……………………………………8
三、我国星作家市场生存模式和重要方式 ………………………………………………8
（一）星作家市场生存模式 …………………………………………………………8
（二）星作家模式运营的主要方式…………………………………………………10
1.《萌芽》为市场起点…………………………………………………………10
2.宣传途径的多元化……………………………………………………………11
3.有利的畅销书机制……………………………………………………………11
4.数字网络的巧妙运用…………………………………………………………11
5.媒介和商业制造大众事件和人物 ………………………………………… 12
6.文学的艺术性和商品性在市场经济下重合…………………………………12
（三）星作家模式增值的主要方式…………………………………………………12
1.角色的转型……………………………………………………………………12
2.明星化效应……………………………………………………………………12
3.与行业相关或跨行业的多元化运营…………………………………………12
四、我国星作家市场生存模式的问题及对策分析………………………………………13
（一）我国星作家市场生存模式的主要问题………………………………………13
1.外部环境问题…………………………………………………………………13
2.内部经营机制问题……………………………………………………………14
（二）对我国星作家市场生存模式的几点建议……………………………………14
1.星作家模式运营的外部体制改革……………………………………………14
2.星作家模式运营的内部关键…………………………………………………14
结 语 ………………………………………………………………………………………15
致 谢 ………………………………………………………………………………………16
参考文献……………………………………………………………………………………17