A Mook And A Brand-A Study Of Duku’s Publishing Model

Duku is an integrated humanities reading material, whose sales are in the first rank of the Mook market, and has won a fairly good reputation and public praise during the 9 years since the initial publication. No matter which aspect you see, from the the social benefits or from the economic benefits, Duku gives consideration to a good balance, and have established a well-recognized brand. Duku’s edit concept, management and the way it runs are all the significant ones. So this black horse is selected as a typical case in the book market to analyze. This thesis starts up from the macro background (the book market in China), analyzing the survival condition, then it turns to the microcosmic part to decompose it, and finally conclude Duku’s successful mode——involving the readers, writers to edit together. But behind each successful case there exists both the specialty and uncertainty. Every coin has two sides. so as the mode. Apart from what cannot be copied, I try to find something that can be easily learned as the reference for the current small and medium-sized publishing houses. This essay uses two methods to study, including the text analysis and data analysis.