《狼图腾》的市场运作与文化分析

On the Marketing Strategies and Cultural Allegories of Wolf Totem

通过对畅销书《狼图腾》进行史料梳理和文本分析,可以看出这部杂糅文学与学术的写作方式在内容上并不具有畅销书特质的作品获得畅销的原因。"从‘好书原则’到‘好卖原则’"、"别具一格的运作模式"、"独出心裁的运作方式"、"迎合时尚的内容形式"四部分,分别从背景、体制、运作方式与内容形式四个方面,对《狼图腾》一书的畅销进行全面解析,从中揭示出日益市场化的当下文学出版重新定位的可能性。

This paper takes the best-seller Wolf Totem as the sample. By material collection and textual interpretation, the reason why Wolf Totem, anovel without typical characteristics of best-sellers could be greatly welcomed is explored. The research is unfolded from four angles including ＂from ＇good book＇ to ＇good selling＇＂, ＂special institution＂, ＂skilful marketing strategies＂ and ＂welcomed content＂. Based on the background, system, institution and content form, the repositioning of literature and academic writing in acommercialized cultural context is also analyzed in the end.