摘要：随着互联网和移动设备的普及，文学行业也不再满足传统的纸媒印刷方式。最初是以互联网的方式传递到民众中，以此来实现了文学创作的大众化、智能化。经过长期的实践发展，最终形成了相对完善且受众量广泛的网络文学行业。在这样的发展阶段中，企业发现了网络小说资源可再开发的商机，通过购买网络文学版权来创造出更多吸引眼球的影视剧和动漫等。而读者们也渐渐地从关注网络小说作品本身，开始了解其离线开发出的线下成果。这些变化都为网络文学行业带来了全新的发展趋势，因此，本文旨在通过查阅相关文献资料，通过对网络文学行业以及离线营销模式的认识，对优秀网络文学作品以及知名网络文学网站进行案例分析，对影响该模式营销效果的因素进行实证分析，从而深入探讨网络小说离线营销模式下的营销效果并为其提出相关决策和建议。
关键词： 网络文学；离线营销；营销效果；版权营销
Study on offline copyright marketing in online literature industry.
Abstract：With the popularization and development of Internet and mobile devices, the literature industry is not satisfied with the traditional print media. Originally, it was transmitted to the public via the Internet, thus realizing the popularization and intelligence of literary creation. After a long period of practice and development, a relatively complete and extensive network literature industry has been formed. In this stage of development, enterprises have discovered the opportunity of redevelopment which about resources with online novel, and created more eye-catching TV series and cartoons by purchasing online literature copyright. Meanwhile, readers not only care about online events, they also began to understand the offline development of the online novels. All these changes bring new development trend to the network literature industry. Therefore, the purpose of this essay which is to through the review of relevant literature, through the understanding of network literature industry and offline marketing model, through the excellent famous network literature and network literature website, case analysis, the influential factors of the marketing effect of this model to empirical analysis, so as to explore the network novel offline marketing mode of marketing effect and its related decisions and Suggestions are put forward.
KeyWords：Online literature; Offline marketing; Marketing effect; The copyright of marketing
目 录
一、绪论 1
（一）研究背景和意义 1
1、研究背景 1
2、研究意义 2
（二）国内外研究综述 3
1、国内研究现状 3
2、国外研究现状 3
（三）研究内容和方法 4
1、研究内容 4
2、研究方法 4
二、相关理论概述 5
（一）离线版权营销相关理论 5
1、离线营销的含义 5
2、4C营销策略 5
3、网络原创文学的特点 6
（二）网络文学网站的盈利模式 7
1、网络文学网站定义 7
2、付费阅读模式 7
3、网络文学离线营销模式 网络文学行业的离线版权营销研究:http://www.chuibin.com/guanli/lunwen_205854.html