Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Maze Walls of the City: An Analysis of the Bestselling Strategy of Haruki Murakami’s Works

Yanhua QinBeijing Normal University Sasaki JunnaBeijing Normal University*

* Corresponding author: [email protected]

Abstract

This paper provides an in-depth analysis of Haruki Murakami’s The City and Its Uncertain Walls and its collaborative strategies with the publishing house Shinchosha, exploring the bestselling strategies on a global scale. Through the study of the novel’s themes and structure, combined with Shinchosha’s market positioning and marketing techniques, this paper reveals how literary works achieve commercial success through "hunger marketing" and other marketing strategies. The analysis shows that, in addition to the fame of Haruki Murakami himself and the publishing house, limited releases, a unique brand image, and a deep emotional connection with readers are key factors driving the bestseller status of Murakami’s work. Furthermore, this paper discusses how Shinchosha effectively enhances the international influence of the work through media utilization in an "online + offline" format, successfully maintaining the market competitiveness of traditional printed books in the context of the pandemic and the digital age.

Keywords: Bestselling Strategy; Hunger Marketing; Literary Marketing; Market Positioning
Published: October 18, 2024
DOI: 10.54254/2753-7064/36/2024BJ1001
Volume: CHR Vol.36
pp. 102-110
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