摘要：日本著名作家村上春树的新作《1Q84》一经上市即引发销售热潮。本文试从图书产品、图书出版过程以及书业企业公关活动等三个方面，分析《1Q84》简体中文版的宣传策略及其畅销的原因。通过对《1Q84》简体中文版的案例评述，阐明图书营销的未来和方向所在，为今后图书出版的营销环节提供借鉴。
【关键词】 村上春树；《1Q84》；宣传策略；图书营销
Abstract：Famous Japanese writer Haruki Murakami's new work "1Q84" has lead a sales boom once it was published. Respectively from the three aspects as followed: the book itself, the book publishing process and the public relations activities of book company, this paper tries to analyze the publicity strategy and the reasons for selling of "1Q84" Simplified Chinese version. By reviewing the case of "1Q84" Simplified Chinese version, this paper will clarify the direction and the future of book marketing, thus providing reference for the marketing procedure.
【Keywords】 Haruki Murakami; "1Q84"; publicity strategy; book marketing
蛰伏了七年之久的日本作家村上春树，继上一部长篇小说《海边的卡夫卡》之后，以《1Q84》重登畅销书榜。这本赢得了无数好评的图书在日本风靡一时，旋即以迅雷不及掩耳之势，席卷韩国及台湾地区。在这股风潮尚未正式登陆中国大陆之时，就已吸引了无数读者的期冀目光，而今更是受到了众多书迷的追捧。这样的热潮，或许得益于出版方“一波未平，一波又起”的宣传措施。本文试从图书产品、图书出版过程以及书业企业公关活动等三个方面，阐述各方面的具体措施，分析《1Q84》简体中文版的宣传策略及其畅销的原因。
村上春树《奇鸟形状录》的英译者Matthew Chozick在评论《1Q84》时写道：“Though the initial sales of ‘1Q84’ have come from name recognition and media buzz, as time passes, it could be received as Murakami's magnum opus, or at least the best novel of 200Q.（笔者注：日语中9的发音与Q近似。）”首波宣传风潮已落下帷幕，渐近尾声。从图书上市至今始终位居开卷畅销书排行榜前十位，在当当、卓越等网络书店以及西单图书大厦、上海书城等大型书城销量居高不下，7月份获得新浪2010上半年十大好书榜冠军，12月份获得《人民日报》“2010年度影响力10部书”之一……种种迹象表明近一年的图书宣传工作取得了实际的成效。至于出版方如何将《1Q84》由一本畅销书打造成常销书，还有待图书策划者们对市场的精准把握，以及新一波宣传举措的来袭。
