【作者】 庄婧卿；

【导师】 陈晓阳；

【作者基本信息】 重庆大学 ， 行政管理， 2011， 硕士

【副题名】我国畅销书市场上的女性阅读与女性图书出版现象研究

【摘要】 畅销书是图书市场最活跃的部分,同时也是出版单位盈利的重要来源。畅销书引领了整个图书市场的最新潮流,其中,针对女性阅读而出版的女性图书以强大的影响力和强劲的势头引起了图书出版业的关注。《杜拉拉升职记》系列的巨大成功和“悦读纪”等专业女性阅读品牌的崛起,让正在经历改革与面临新媒体挑战的出版行业看到了新希望。为适应女性阅读而专门量身打造的出版物不断增多,女性阅读市场渐趋成为图书市场日益分化下颇具活力的一个版块。本文以畅销书市场为背景,运用营销学、出版学、管理学、消费心理学等理论和方法展开研究。第一章为绪论,阐述研究目的、意义等,并作文献综述。第二章是对关键概念的界定。第三章从图书市场、出版行业、新媒体领域三个角度对女性阅读现象和女性图书出版进行现状描述和分析。其中市场从畅销书排行榜、全国性统计数据以及田野调查三方面展开;出版业从从业人员性别比例、女性编辑成功案例、畅销书策划、图书装帧设计四个方面分析出版行业内的女性力量;新媒体则是从互联网阅读和手机阅读两个方面展望未来女性阅读可能的发展趋向。最后以《杜拉拉升职记》作为实例进行剖析,从而证明了女性阅读的影响的存在。第四章列出女性阅读的特点。然后第五章和第六章根据前文指出女性图书出版中存在的问题,并对出版单位从选题创新、装帧设计、细化市场、打造品牌、变动营销策略等多方面给出建议,对我国的传统书店也提出了建立女性图书专柜和女性书店的建议。第七章得出结论:女性阅读在我国畅销书市场上是存在的,且与女性图书相互联系,相互推动,把图书行业带往更加女性化的方向。更多还原

【Abstract】 As a vital part of profits, Bestseller is the most active part in book market. It leads the fashion of books best-seller market. And female reading and women’s book with their strong influence attract publishing industry’s attention. Success of a series of books about Du Lala’s Promotion and“Enjoy Reading”and other female reading brands, they let people seeing the new hope in publishing industry. Female reading gradually becomes a focus. In order to adapt to the female reading, women’s books are increasing all the time. Female reading market gradually becomes the most powerful part in the growing market.In this paper, the bestsellers market is the background; the research uses the marketing, the book publishing, management, consumer psychology, and other fields of knowledge. Chapter 1, Introduction. It is a general introduction to this study, and reviews relevant research. The second chapter focuses on defining of the bestseller, female reading, and women’s book. Chapter 3, author describes and analyses female reading and publishing of the women’s books from market sales, book publishing industry and new media. The market sales’research begins from three aspects, such as bestseller lists, national statistics and the author survey. The publishing industry’s research begins from four aspects, such as practitioners’sex ratio, female editor successful cases, bestsellers planning, and book designing. New media’s research begins from Internet reading and mobile reading two aspects to look into the future about the female reading. These proved the influence of female reading about the publishing industry. And analyze Du Lala’s Promotion as the success example. Chapter 4, the characteristics of female reading. And then the paper list what the problems existing. Chapter 5 and 6, problems and opinions and suggestions about women’s book publishing in China. It gives some advices to publishing industry, such as subject innovation, decoration designing, refined market, creating the brand, changing marketing strategy and so on. At the same time, it gives some suggestions to the bookstores in China like establishing the women shop and female bookstores. And the last chapter is the study conclusion. The author thinks that the female reading is true in our bestsellers market, and has a relationship with women’s book. They promote each other to make the publishing industry much more femininity.更多还原