Abstract:

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.