国内漫画品牌发展探析与思考

Exploring and Thinking about the Development of Domestic Comic Brands

摘要: 近年来，出版单位竞相打造“品牌化”。他们凭借自身资本和读者的积累，开辟出新的、专注于不同品类的图书产品线，以此激发内在潜能，在图书细分领域中独树一帜，实现品牌延伸发展。漫画是图书市场近五年来最具发展潜力的品类之一。读库旗下漫画子品牌“漫编室”经过五年的酝酿和孵化，进入大众视野。本文将以漫编室的发展实践为参考，从漫画品牌发展背景、漫编室的诞生和发展条件、国内漫画品牌发展中存在的问题、对未来发展的思考四个方面对国内漫画品牌进行论述。

Abstract: In recent years, publishing units have competed to create “branding”. They rely on their own capital and the accumulation of readers, to open up new, focused on different categories of books product line, in order to stimulate the inner potential, unique in the book segments, to achieve brand extension development. Comics have been one of the most promising categories in the book market in the past five years. After five years of brewing and incubation, the manga subbrand Manbianshi of DUKU has entered the public’s view. This paper will take the development practice of Manbianshi as a reference, and discuss the background of comic brand development, the birth and development conditions of Manbianshi, the problems existing in the development of domestic comic brands, and the thoughts on the future development of domestic comic brands.