星作家的市場生存模式研究——以郭敬明、韓寒為例

文化產(chǎn)業(yè)管理論文編號:WHCY019 論文字?jǐn)?shù):17668,頁數(shù):22 附任務(wù)書,開題報告,外文翻譯,文獻綜述

 目  錄
緒論 …………………………………………………………………………………………1
一、 星作家圖書出版熱銷現(xiàn)象解讀………………………………………………………2
（一） 圖書出版的經(jīng)濟學(xué)解讀………………………………………………………2
1.我國圖書出版業(yè)的現(xiàn)狀 …………………………………………………2
1.1我國出版業(yè)總況 ………………………………………………………2
1.2我國圖書出版現(xiàn)狀分析 ………………………………………………2
2.圖書出版市場的激烈競爭 ………………………………………………4
（二）星作家圖書熱銷現(xiàn)象的分析 …………………………………………………5
1.“80后”文學(xué)熱銷表現(xiàn)……………………………………………………… 5
2.受眾及其市場定位分析……………………………………………………… 5
2.1對受眾的分析 …………………………………………………………6
2.2對作品題材的分析…………………………………………………… 6
2.3對80后作家自身的分析……………………………………………… 7
（三）星作家的解讀 …………………………………………………………………7
1.星作家的含義及特點 …………………………………………………………7
二、我國星作家資本運營和市場營銷現(xiàn)狀分析 …………………………………………7
（一）我國圖書市場運營模式的優(yōu)劣勢分析 ………………………………………7
1.我國圖書市場運營模式的局限性 ……………………………………………7
2.我國圖書市場運營模式的優(yōu)勢 ………………………………………………8
（二）我國星作家市場生存模式的可行性分析 ……………………………………8
三、我國星作家市場生存模式和重要方式 ………………………………………………8
（一）星作家市場生存模式 …………………………………………………………8
（二）星作家模式運營的主要方式…………………………………………………10
1.《萌芽》為市場起點…………………………………………………………10
2.宣傳途徑的多元化……………………………………………………………11
3.有利的暢銷書機制……………………………………………………………11
4.數(shù)字網(wǎng)絡(luò)的巧妙運用…………………………………………………………11
5.媒介和商業(yè)制造大眾事件和人物 ………………………………………… 12
6.文學(xué)的藝術(shù)性和商品性在市場經(jīng)濟下重合…………………………………12
（三）星作家模式增值的主要方式…………………………………………………12
1.角色的轉(zhuǎn)型……………………………………………………………………12
2.明星化效應(yīng)……………………………………………………………………12
3.與行業(yè)相關(guān)或跨行業(yè)的多元化運營…………………………………………12
四、我國星作家市場生存模式的問題及對策分析………………………………………13
（一）我國星作家市場生存模式的主要問題………………………………………13
1.外部環(huán)境問題…………………………………………………………………13
2.內(nèi)部經(jīng)營機制問題……………………………………………………………14
（二）對我國星作家市場生存模式的幾點建議……………………………………14
1.星作家模式運營的外部體制改革……………………………………………14
2.星作家模式運營的內(nèi)部關(guān)鍵…………………………………………………14
結(jié) 語 ………………………………………………………………………………………15
致 謝 ………………………………………………………………………………………16
參考文獻……………………………………………………………………………………17

摘要：資本運營和市場營銷是企業(yè)快速成長的重要手段。在西方發(fā)達國家，許多出版集團正是借此在規(guī)模上迅速膨脹。在中國，圖書出版的資本運營才剛剛起步。進入21世紀(jì)后，圖書出版作為新時代氛圍下的產(chǎn)物曾經(jīng)受到了諸多媒體元素的影響，市場經(jīng)濟體制下整個圖書市場又不可避免的滲透進了商業(yè)化元素和經(jīng)濟利潤驅(qū)動。市場出現(xiàn)了“80后”文學(xué)熱銷的出現(xiàn)，以韓寒、郭敬明為典型的星作家預(yù)示著通過各種手段、途徑和機制，以最大限度地實現(xiàn)資本增值為目的的一種出版運營管理模式在中國的誕生。明星作家的資本運營和市場營銷模式已經(jīng)成為了產(chǎn)業(yè)鏈的微縮體系。
 中國圖書出版已開始向規(guī)�；�方向發(fā)展，但這種出版模式在具體構(gòu)建與建設(shè)的過程中，還存在不少矛盾與問題。郭敬明韓寒等星作家對出版業(yè)的推動和其創(chuàng)造的巨大經(jīng)濟和社會效益，其個人明星化效益，同時也在某種程度上也造成的圖書出版市場的偏向。為了更好的推進我國星作家市場模式的發(fā)展，開拓圖書出版市場的新道路，我們要尋求內(nèi)部融資上的解決方案，同時完善外部市場運營的體制基礎(chǔ)，按照市場要求進行適應(yīng)性改革創(chuàng)新。
 關(guān)鍵詞：圖書出版；星作家；資本運營；市場營銷
 
 
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