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摘要：悬疑小说是指以设置悬念来架构情节、推动小说发展，让读者在阅读的过程中精神紧张、欲罢不能、努力破解疑问，并获得极大快感的小说类型。中国悬疑小说在刮过一股热风后陷入复制化严重、粗制滥造的尴尬境地。蔡骏工作室是以悬疑小说作家蔡骏的名字命名、2006年成立的上海浩林文化传播有限公司旗下的子公司，也是国内首席悬疑文化品牌。蔡骏工作室在品牌战略和运营模式等方面进行了可贵的探索并取得了很大到成功。精准的市场定位，与众不同的“以悬疑拯救世界”的产品理念，打造完整产业链的成熟的运作模式，以及加入中国本土元素借鉴国外写作手法、提高门槛等品牌战略，是蔡骏工作室取得成功的重要因素，值得其他文化产业企业学习和借鉴。但它也存在着如何进一步“做大做强”特别是做强的问题，还有很大的提升空间。借鉴《哈利•波特》的商业模式，蔡骏工作室可以实现自身的品牌再造。本文基于文化产业视角，对此提出了延伸产业链、编选出版作品集，以及争取政府支持设立奖项、开展评选活动等思考和建议。38729
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毕业论文关键词：悬疑小说；蔡骏工作室；文化品牌
Study the mystery culture brand based on the cultural perspective
Abstract：Mystery novel refers to set up the suspense to architecture plot, promote the development of novel, let the reader in the process of reading mental tension, stop, "question, the types of novel and get great pleasure.China mystery novel after blowing a stream of hot air in copying the serious, churning out of embarrassment.Cai Jun studio is named after Cai Jun mystery novel writer, was established in 2006, Shanghai HaoLin culture communication co., LTD., subsidiary, is also the domestic chief suspense culture brand.Cai Jun studio in such aspects as brand strategy and operation mode made valuable exploration and made a great success.Accurate market positioning, distinctive "suspense to save the world" product concept, build a complete industrial chain of mature operation model, draw lessons from foreign writing technique as well as to join Chinese elements, improve the threshold, brand strategy, is the important factor of Cai Jun studio success, and draw lessons from other cultural industry enterprises should learn.But it also exists to further "bigger and stronger and stronger problems, in particular," there's a lot of room for improvement.From the business model of the harry potter Cai Jun studio can realize own brand reengineering.It based on the cultural perspective, extend the industrial chain, edited and published a collection, as well as get government support and awards, such as to carry out the campaign thinking and Suggestions.
KeyWords：Mystery novel; Cai Jun studio; Culture brand
目录
绪论 1
（一）问题缘起及研究背景 1
（二）研究目的及意义 1
（三）中外相关研究综述 2
（四）研究内容 2
一、悬疑小说及蔡骏工作室 3
（一）悬疑小说 3
1、 悬疑小说概述 3
2、 悬疑小说的生存环境 4
3、 悬疑小说的目标受众 5
（二）蔡骏及蔡骏工作室 5
1、 蔡骏简介 5
2、 蔡骏工作室 5
二、蔡骏工作室的运营模式 6
（一）蔡骏工作室的市场定位 6
1、 具有补缺性 6
2、 潜在顾客 7
3、 市场细分 7
4、 双向沟通 7
5、不足之处 7
（二）蔡骏工作室的产品理念 8