For decades now, Marvel has usually had the lead in the comic book industry and has almost always sold more comics than DC every year. Why is this? Are DC’s characters not as popular? Did Marvel do something to achieve that success that DC never did?
几十年来，漫威通常在漫画书行业处于领先地位，并且几乎每年的漫画销量都比DC多。为什么会这样？DC的角色没那么受欢迎吗？漫威是否做了一些事情来取得 DC 从未取得过的成功？

原帖：reddit

There are some complications factors.
有一些并发症因素。
Marvel has typically published more monthly comics than DC, so Marvel's market share advantage on the direct market is partially due to them being more popular and partially due to them putting out more product. Based on some very cursory viewing of past sales data, Marvel's market share advantage is only a couple points in months when they and DC put out similar numbers of books.
漫威通常每月出版的漫画比DC多，因此漫威在直接市场上的市场份额优势部分是由于它们更受欢迎，部分原因是它们推出了更多的产品。根据对过去销售数据的一些非常粗略的浏览，漫威的市场份额优势在他们和DC推出类似数量的书籍时只有几个百分点。
Additionally, DC had a very big lead on Marvel in bookstore sales of graphic novels/TPBs for many years until very recently because DC has a lot more evergreen stuff that keeps on selling like Killing Joke and Sandman. In 2016, for example, DC had $48 million in bookstore sales and Marvel had only $31.
此外，直到最近，DC 在书店的图画小说/TPB 销售方面一直领先于漫威，因为 DC 还有更多常青的东西，比如《杀戮笑话》和《睡魔》。例如，2016 年，DC 的书店销售额为 4800 万美元，而漫威只有 31 美元。

marvel stills more direct market because a wider variety of popular comic titles
漫威仍然有更直接的市场，因为更多种类的流行漫画标题

During the 60’s and 70’s Marvel hit the scene with relatable flawed characters, tackling tough social issues at the time. DC was trying desperately to make new stories for their headline characters who were already decades old at this time, and they sucked at it, until around crisis.
在 60 年代和 70 年代，漫威以相关的有缺陷的角色出现，解决了当时棘手的社会问题。DC正在拼命地为他们的头条人物制作新的故事，他们此时已经几十年了，他们很烂，直到危机前后。
Marvel outsold the shit out of DC with Spider-man and X-men titles because people could relate to the characters, and the stories were relevant to the world around them.
漫威凭借蜘蛛侠和 X 战警的头衔击败了 DC 的**，因为人们可以与角色产生共鸣，而且这些故事与他们周围的世界相关。
Marvel has also never rebooted, COIE and Flashpoint present ideas Marvel would never even consider. DC is more than happy to kick the bucket and start shit fresh, but Marvel is rocking steady with the same continuity for 60+ years. Combine that with a steady fanbase, that fanbase’s children, and now some of their children as well, and you have a pretty sustainable business plan.
漫威也从未重启过，COIE和Flashpoint提出了漫威从未考虑过的想法。DC 非常乐意踢水桶并重新开始拉屎，但漫威在 60+ 年的时间里一直保持着同样的连续性。再加上稳定的粉丝群，粉丝群的孩子，现在还有他们的一些孩子，你就有了一个非常可持续的商业计划。
They’ve been riding that wave since , they get more shelf space, publicity, mechandising, etc etc, that they put back into their product.
从那以后，他们一直在乘着这股浪潮，他们获得了更多的货架空间、宣传、机械化等，他们把这些东西放回了他们的产品中。
DC outsold them briefly with the New 52 right at its conception. There’s a parallel world out there where the New 52 was actually really good, and DC is head honcho.
DC 在概念初期就凭借 New 52 短暂地超过了它们。那里有一个平行世界，新 52 实际上真的很好，而 DC 是负责人。

I see it and upload it.... Marvel sells more mainly because the "bulk" of DC is Batman/Gotham and in general terms its characters are, for the most part, not so attractive to the consumer. Marvel even if the titans of Spiderman and 2000 with Xmen alone you crush 50% of DC's offering. And DC has many "non-Bat" characters capable of winning over the public like Marvel's... but the way they are used is regrettable. Zatanna and BlackCanary, for example, have always deserved much more than Constantine or BlackAdam, but DC has never known how to exploit their appeal,
我发现并上传了这原因......漫威卖得更多，主要是因为 DC 的“大部分”是蝙蝠侠/哥谭，一般来说，它的角色在大多数情况下对消费者没有那么有吸引力。marvel即使仅凭蜘蛛侠和 X 战警，也粉碎了 DC 50% 的产品。而DC有许多“非蝙蝠”角色能够像漫威一样赢得公众的青睐......但它们的使用方式令人遗憾。例如，扎塔娜 和 黑金丝雀 一直比 康斯坦丁或 黑亚当 更值得拥有漫画篇幅，但 DC 从来不知道如何利用她们的吸引力，

outside of batman dc cannot sell it b c and d listers you look recent charts spiderman and xmen sell but hulk star wars moon knight even dr strange and daredevil are all capable of sellling and holding multiple titles dc outside of batman and black label cannot even convicnly sell superman or wonderwoman let alone there b and c tier heroes
在蝙蝠侠之外，DC 无法出售 B C 和 D 级漫画，例如最近的图表，蜘蛛侠和 X 战警卖得、很好，但绿巨人、星球大战、月亮骑士，甚至奇异博士和夜魔侠都有能力获取销售额并持有多个头衔， DC 除了蝙蝠侠和黑标之外，甚至不能肯定地出售超人或神奇女侠，更不用说有 B 级和 C 级英雄了

Publication stats aside, one of Marvel's strengths has been that they have compelling characters while DC's has been in compelling stories. Not saying either one lacks the other, but people are more likely to follow the character if they're popular or resonate with them.
撇开出版统计数据不谈，漫威的优势之一是他们拥有引人入胜的角色，而 DC 则一直处于引人入胜的故事中。并不是说任何一个公司都缺少另一个的优势，但如果角色很受欢迎或与人们产生共鸣，人们更有可能追随这个角色。

Another one, I think, is that DC’s comic book market share is a victim of their ‘book store’ success.
我认为，另一个是 DC 的漫画书市场份额是他们“书店”成功的受害者。
The starting points you’ll be offered and recommended when you’re getting into Marvel are all ‘runs.’
当你进入漫威时，你会得到和推荐的起点都是“runs”。(连载中漫画)
The starting points you’ll be offered and recommended when you’re getting into DC are all OGNs and maxiseries.
当您进入 DC 时，您将获得和推荐的起点都是 OGN 和 maxiseries。（经典作品）
Newcomers to Marvel start with long form spans of comics that connect to other bits of continuity and get them into the habit of following ongoing comics, make them aware of dozens of other things they could be reading, and give them a taste of the experience of what it’s like to read these characters in monthly instalments.
漫威的新手从长篇漫画开始，这些漫画与其他连续性部分相连，让他们养成关注正在进行的漫画的习惯，让他们意识到他们可能正在阅读的其他几十件事，并让他们体验每月分期阅读这些角色的体验。
It’s a short hop from there to becoming someone who’s buying monthly floppies.
从那里到成为每月购买软盘的人是一个短暂的跳跃。
Newcomers to DC start with a list of ten or so evergreen standalone classic titles. Many of them retellings of Batmans’ early years. And these don’t particularly ‘funnel’ the reader towards reading ongoing comics. Nothing in the experience of starting with Year One and The Long Halloween would have particularly set you up to start reading the Batmans of Morrison, Snyder, King, Tynion, or Zdarsky.
DC 的新手从十个左右的常青独立经典游戏列表开始。其中许多都重述了蝙蝠侠的早年。这些并没有特别“引导”读者阅读正在进行的漫画。从第一年和漫长的万圣节开始的经历中，没有什么会让你特别开始阅读莫里森、斯奈德、金、泰尼恩或兹达尔斯基的蝙蝠侠。
There’s a disconnect between DC’s ‘starting points’ and the ongoing experience of reading monthly comics that means DC’s classic starting points don’t drive readers towards the monthlies. They encourage readers to stay in the ‘book store’ sector… where DC does excel.
DC 的“起点”与阅读月刊漫画的持续体验之间存在脱节，这意味着 DC 的经典起点不会将读者推向月刊。他们鼓励读者留在“书店”领域......DC 确实擅长的地方。

Wow, what a well thought-out answer! So are you saying that a person would have to purchase many Marvel floppies to get the full story, but a person would only have to purchase a single DC graphic novel to get the full story? Which would give the illusion that Marvel is more popular?
哇，多么深思熟虑的答案！所以你是说一个人必须购买许多漫威软盘才能获得完整的故事，但一个人只需要购买一本 DC 图画小说就可以获得完整的故事？这会给人一种漫威更受欢迎的错觉？

Imagine, for example, if someone wants to get into Daredevil. They ask online or at their comic shop where's a good place to start reading Daredevil.
例如，想象一下，如果有人想入坑夜魔侠。他们在网上或在他们的漫画店询问哪里是开始阅读夜魔侠的好地方。
They get answers along the lines of "The Miller Run is the all time classic... the Bendis Run or the Waid run are good modern starting points..."
他们得到的答案是“米勒的连载作品是有史以来的经典......Bendis的连载作品 或 Waid的连载作品是很好的现代起点......”
So lets say they go read one or more of those runs. (Maybe in trades, maybe in omnibuses, maybe on Marvel Unlimited... that's not material). The thing is that not only will they have read a huge pile of great comics... but they'll have had the experience of following a story originally published in monthly instalments while intersecting with wider Marvel Continuity that was happening in other books. They'll have learned how Reading Marvel works and have the confidence to start picking up the current Daredevil run and following along.
因此，假设他们去阅读其中的一个或多个连载。（也许在漫画交易中，也许在综合中，也许在漫威无限中......那不是纸质的）。问题是，他们不仅会阅读一大堆伟大的漫画......也会有这样的经历，即关注最初以月度分期出版的故事，同时与其他书籍中发生的更广泛的漫威连续性相交。他们将了解阅读漫威漫画的运作方式，并有信心开始接手当前的夜魔侠运行并跟进。
NOW! Imagine if someone wants to get into Batman. They ask online or at their comic shop where's a good place to start reading Batman.
现在！想象一下，如果有人想入坑蝙蝠侠。他们在网上或他们的漫画店询问哪里是开始阅读蝙蝠侠的好地方。
They get answers along the lines of "Year One, The Long Halloween, Hush, Dark Knight Returns, etc, etc"
他们得到的答案大致是“第一年、漫长的万圣节、缄默、黑暗骑士归来等等，等等”
So they'll go read one or more of those books. And they'll have a great time.
所以他们会去读一本或多本这样的书。他们会玩得很开心。
And... they'll be no further along towards being 'onboarded' into reading monthly comics than than they were before. They'll have read some great standalone stories. They already knew how to do that.
然后...他们不会比以前更进一步地“加入”阅读每月漫画。他们会读过一些很棒的独立故事。他们已经知道如何做到这一点。
The problem Marvel has with driving and directing sales is that it doesn't have a 'Watchmen.'
漫威在推动和指导销售方面的问题是它没有“守望者”。
The problem DC has with driving and directing sales is that it does.
DC 在推动和指导销售方面的问题在于它确实有。

本贴仅为对reddit上一些漫画市场讨论的搬运，如有侵权，对此表示极大的悲痛与忏悔。
使用了机器翻译与我个人的纠错

为可能的言论隐私权侵犯表示莫大忏悔和歉意
仅为爱好者讨论所用，非商业目的

综上所述，似乎marvel在角色塑造上更胜一筹，并且在市场营销方面更先进
例如，marvel角色往往有更多‘缺陷’，但正如对石料的雕琢既破坏了其稳定性，又注入了艺术之美，这样的缺陷让角色更为鲜活生动
至于市场营销，销售门店理念与媒体介质的不同发挥了作用，例如 marvel unlimited 漫威无限 表现出marvel 比dc在线上漫画方面的优势