杂志书的产业链开发——以《读库》为例  

Mook Industry Chain Development——Taking Duku as an example

作　　者：丁锦箫 段弘[1] 

机构地区：[1]四川大学文学与新闻学院,成都610000

出　　处：《出版科学》2014年第1期60-63,共4页Publishing Journal

摘　　要：《读库》自2006年出版以来,在品质与销量上都获得成功,学界对其研究颇多。但目前的研究维度集中于编辑中心制和《读库》文本分析,较少从产业链角度来讨论。本文通过研究《读库》的产业链,分析其上游的核心产品开发,中游的推广与销售,下游的产品拓展,发现《读库》获得成功的主要原因是由于它以品牌为核心,瞄准蓝海市场,构建了良性的长期盈利模式,并认为其成功模式能够向整个杂志书产业推广。Duku succussed both in terms of quality and sales since published in 2006, attracting lots of researchers＇ attention. However, the current study focuses on the editing center system and the Duku text analysis, rather than the perspective of industry chain. By studying Duku industrial chain, and analyzing its upstream core product development, midstream marketing and sales and downstream product development, the reasons of success of Duku are found： Duku took brand as its core and aimed at Blue Ocean market, built a long-term healthy profit model. That the Duku＇ s success model can prompt the entire Mook industry is also pointed out.

关 键 词：杂志书 出版产业链 《读库》 

分 类 号：G237[文化科学]