吴赟+孙梦如

[摘 要] 縱观全球图书市场，目前童书已成为推动整个出版市场前行的一大动力。童书出版已经成长为中国出版业最具活力的板块。过去的十年（2006—2015年）是中国童书出版业繁荣发展的“黄金十年”，童书出版的“黄金十年”成为出版业界和学术界关注、热议的话题。以图书价格为切入点，可考察分析过去十年间中国童书出版的行业生态状况。从对中国童书价格的数据分析可以洞悉童书的出版、定价与竞争状况：童书出版是我国出版业的重要组成部分，目前童书出版行业的竞争非常激烈；童书的定价总金额增长迅速，单册童书平均定价持续上升；不同种类童书的定价差异大；童书定价呈现两级分化。由童书价格折射出的童书出版行业生态问题有：童书整体定价水平偏高带来负面影响；系列化童书存在“捆绑销售”问题；网络书店售价严重冲击实体书店；童书版税不断抬升进而影响童书价格。中国童书出版能否迎来下一个“黄金十年”，将取决于整个童书出版行业能否实现良性发展，优质的原创内容及有序的童书出版市场环境是其中至关重要的影响因素。

[关键词] 童书 出版 行业生态 图书价格 “黄金十年”

[中图分类号] G231 [文献标识码] A [文章编号] 1009-5853 （2017） 04-0059-05

The Industry Ecology of Chinese Children s Book Publishing in a Golden Decade

Wu Yun Sun Mengru

（College of Media and International Culture， Zhejiang University， Hangzhou， 310028）

[Abstract] Throughout the global book market， childrens books have become a driving force for the entire publishing market. Childrens book publishing has grown into the most dynamic sector in Chinas publishing industry. The past decade between 2006 and 2015， has been the golden decade for the flourishing development of Chinese childrens book publishing industry， which has become a hot topic in the publishing and academic circles. Book price can be taken as a research point to analyze the industry ecology of childrens book publishing in the past decade. From the data analysis of Chinese childrens book prices， we can understand the publishing， pricing and competition of childrens books in China： childrens book publishing is an important part of the publishing industry in China， and the competition among childrens book publishing industry is very fierce； the total price of childrens books has grown rapidly， and the average price of single childrens book has risen steadily； big differences exist in pricing for different kinds of childrens books； childrens book prices present two levels of differentiation. Childrens book prices reflect some problems of the industry ecology of Chinese childrens book publishing： the overall level of Chinese childrens book pricing is high， which brings negative effects； bundling sale exists on the market of childrens book series； the book prices of online bookstore seriously impact physical bookstore； childrens book royalties rise continuously and thus affect childrens book prices. Whether Chinese childrens book publishing will usher in the next golden decade， will depend on whether the whole children publishing industry can achieve a healthy development， in which high quality original content and orderly childrens book publishing environment are the most important factors.

[Key words] Childrens book Publishing Industry ecology Book price Golden decade

近年来，童书出版已经成长为中国出版业最具活力的板块。2016年4月，曹文轩获得国际安徒生奖，标志着中国儿童文学创作水平得到世界认可。过去十年间，中国童书市场平均年增长率达10%以上。……