A Study On The Literature Brand Building Of The Cloth Tiger Series

In the field of literature since the1990s, the literature publication is flourishingand that has become a significant cultural phenomenon. Especially with the rise of adistinctively popular culture, the relationship between the market and the literaturebecomes more and more complex. That profoundly changs people’s cultural conceptand consumption ideas as well. For the market of Chinese literature in which brandtheory has not yet fully established at present, the literature brand building of theCloth Tiger Series is a kind of brand-new literary publishing market works. At thesame time,it has become beautiful scenery to inject new vigor into the literary in the1990s.Selectes the literature brand building of the Cloth Tiger Series as a study object,the path of this study begins with the specific literary brand phenomenon to inquireinto that implicit features taken on the present literary production and consumptionconcept,and the future of literarture in new period. Combing the Cloth Tiger Seriesbrand growth process and introspecting, the thesis expects to understand the evolutionthat can go deep into publishing realm of Chinese literature, highlight themarketization process of Chinese contemporary literature. Based on the surveys, thebrand marketing and redactology, communication and other theories and methods areadopted to sum up the experience and analyse the current situation of the literaturebrand building, which provides new ideas for brand building in literature.Firstly, the preface part summarizes the main points and research method of the thesis, analyzes the relevant concepts as well as the background and significance ofthe topic selection. The text is divided into five chapters. The first chapter expoundsthe origin of the Cloth Tiger Series brand systematically. Through both literaryinternal evolution in the field and external oriented, which respectively includes theoverall publishing circumstances, the era of mass culture in the1990s, analysis thenecessity and possibility of the Cloth Tiger Series brand building. It focuses threelevels of the transformation mainly about new literary production mechanism, thewriter’ s role and the unique positioning of publishing industrial operation in the1990s. That is to say, the Cloth Tiger Series has explored the brand-new concept and anew development model for the Chinese literature, brings about the subversion of thetraditional literary publishing.Chapter II, text analysis the reason why the pubilications of the Cloth TigerSeries can become bestseller. With the writing styles of avant-garde, modernism andnew realism, these novels reflect a new stereotype of popular culture which also suitboth refined and popular tastes. In this part, the characteristics of the representativenovels of the Cloth Tiger Series are analysed through the following three aspects: thebasic theme both of emotions and ideals,supperficality in creative elements and theunique narrative techniques with refined and popular words.The third chapter is the focus of the thesis.At first, this part provides a history ofthe progress about building the Cloth Tiger Series in past two decades. Based on theconcept of brand life cycle, it summarizes the brand characteristics in everydeveloping stage; Secondly, By detailed analysis of the literary brand inscape of theCloth Tiger Series vertically and horizontally, the aim is to trace the developmentmore clearly; At the same time, it tries to analyze the sensation driving from literarycriticism activities with mass media, and the concrete operation way of spreading thebrand.The fourth chapter is the innovation and difficulty in this thesis. Based on the basic theory of brand marketing,the chapter reconsiders the problems arising from theCloth Tiger Series and reasons behind the literary brand phenomenon. Firstly, givessystematic analysis on the brand assess of the Cloth Tiger Series mainly from threeaspects,such as brand value, brand elements and brand effect. Qualitative analysis iscombined with quantitative analysis to provide the scientific basis.On this basis, itpoints out the law of culture market behind the literary branding strategy since the1990s.In addition,this part explains the dilemma that the Cloth Tiger Series is facing,so as to explore the future direction of the brand development of Chinese literaryproduction.The last chapter is the conclusion.