金庸武侠小说的市场拓展

Market Expansion of Jin Yong’s Martial Novels

金庸的武侠小说共计15部,从报章到新修版,吸引着不同年代的读者。此外,金庸武侠小说还通过漫画、影视、游戏等多方面的拓展,从单纯的通俗文学、武侠小说,进而发展成为一种文化符号,一种可持续发展的企业品牌。金庸武侠小说的各持份者,共同构成了独特而复杂的“金庸”市场,使金庸武侠小说以异于一般通俗小说作品的方式存在,并流行逾半个世纪。

Altogether 15 works of Jin Yong’s Martial novels that were published in the forms of newspapers columns and renewed book editions attract readers of various age groups. In addition, the works have developed from a simple type of popular literature and Martial novels into a cultural symbol, and a business brand of sustainable development by expanding into the fields of cartoons and animations, movies and TV dramas, and computer games. All the elements involved in Jin Yong’s Martial novels constitute a unique and complex “Jin Yong” market, which distinguishes Jin’s works from the other popular novels, and sustains the popularity for more than half a century.