摘要
《乌合之众》作为一本引进版学术图书,自民国时期传入中国以来便备受关注,新世纪后更是畅销不衰。畅销的原因虽有版权因素,但更多地是一种转型期社会系统性"理性"需求的体现。出版企业通过供给管理以及一定的营销方式扩展并满足了受众的非功能性文化需求。基于互联网基础设施的网络书店则有效勾连了供求关系,促使长尾效应的有效实现,进而促使《乌合之众》成为一部非典型性畅销书。出版企业在畅销类学术出版实践中应契合时代文化需求,侧重供给管理,同时还需积极承担社会文化责任,避免重复出版,引导读者正确认识图书内容。
As an imported academic book, The Crowd ： A Study of the Popular Mind has attracted much attention since it was introduced into China in modern times, and has been selling well ever since the new century. Despite the copyright factors, the reasons for bestselling are more a reflection of the systematic ＂rational＂ needs of the society in the transitional period. Publishing enterprises expand and meet the nonfunctional cultural needs of the audience through supply management and certain marketing methods. Internet bookstores, based on Internet infrastructure, have effectively linked supply and demand, facilitating the effective realization of the long tail effect, thus making The Crowds an atypical bestseller. Publishing enterprises in the practice of best-selling academic publishing should meet the cultural needs of the times, focus on supply management, and actively shoulder social and cultural responsibilities, avoid repetitive publishing, guide readers to correctly understand books.
作者
杨石华
Yang Shihua(School of Journalism and Communication,Renmin University of China,Beijing,100872)
出处
《出版科学》
CSSCI
北大核心
2018年第6期68-74,共7页
Publishing Journal
基金
中国人民大学"双一流"建设(中国人民大学马克思主义新闻观研究中心"北京市数字出版平台建设"课题研究成果(RMXY2018A001))阶段性成果
