Abstract:Since 2000, Children’s literature bestseller has ranked on the top of the domestic book sales charts. While this hot phenomenon was led by the bestselling of the Chinese simplified form version of Harry Potter. As a big worldwide attracted reading events, the meaning of Harry Potter is already beyond its self ,and it evolves into a kind of important economics，culture and social phenomenon.
The hot sales of Harry Potter not only about the objective commercial and social benefits to the publishing institution, but also forge the resurrection of Children’s literature of China directly．So, making research and analysis on the very case of Harry Potter is deep meaningful to the children’s market literature，especially for the operating system of children’s literature bestsellers.
This paper is directed by the marketing sales theory which is looked as the advanced theory of the modem books publishing. Especially based on the marketing analysis of simplified Chinese version of Harry Potter. This article seeks the potential cause which promoted best sellers, based on which it also reflect how the domestic children’s best—selling literature books are operated. Aiming at the condition of bestsellers system of domestic children’s literature, this paper makes its own proposals on the successful marketing operation of Harry Potter.
Key words: Children’s book; Harry Potter; Children’s literature bestseller
摘要:近年来，随着全球经济一体化的深化与发展，图书市场竞争空前热烈，出版商越来越关注图书的经济效益和品牌塑造。其中，《哈利波特》系列是一部创作了10年之久的经典儿童文学。系列小说被译成近七十多种语言，在两百多个国家累计销量达三亿五千万多册，从2000年人民文学出版社引进出版《哈利·波特》到2007年，《哈利·波特》系列图书在中国的销量累计超过1000万册，创造了近2500万元的利润，刷新了中国出版业印刷及销售的各项纪录。
纵观国内外关于《哈利·波特》系列图书的研究，其观点基本上都是围绕“市场推广”或“儿童文学”的单一维度来展开的。作为21世纪儿童文学界最重要、最盛大的现象，单从某一个维度来展开讨论《哈利·波特》是远远不够的。
本文从对《哈利·波特》在中国大陆的畅销进行剖析，找到《哈利·波特》文化与商业、内容与形式的结合点，从《哈利·波特》首次登陆中国市场到逐渐淡出读者视线，勾勒出《哈利·波特》在中国大陆图书市场的营销的多样性，并从其成功的营销中得到关于对少儿图书市场销售的启示。
关键词:儿童文学；畅销书；哈利波特
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