出版科学 ›› 2018, Vol. 26 ›› Issue (6): 68-.

• 出版学 出版工作 • 上一篇    下一篇

在长尾中畅销的《乌合之众》:基于供求关系的分析

杨石华   

  1. (中国人民大学新闻学院, 北京, 100872)
  • 出版日期:2018-11-15 发布日期:2018-11-15
  • 作者简介:杨石华,中国人民大学新闻学院 2017 级博士生。
  • 基金资助:

    本文系中国人民大学“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。

The Best Seller of The Crowd : A Study of the Popular Mind in the Long Tail : Analysis
Based on Supply and Demand Relationship

  • Online:2018-11-15 Published:2018-11-15

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。

Abstract:

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.