本文選題：項(xiàng)目管理　切入點(diǎn)：出版發(fā)行　出處：《中國(guó)科學(xué)院大學(xué)(工程管理與信息技術(shù)學(xué)院)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),圖書(shū)市場(chǎng)增長(zhǎng)乏力,無(wú)序的競(jìng)爭(zhēng)以及快速增長(zhǎng)的運(yùn)營(yíng)成本使得很多書(shū)店經(jīng)營(yíng)困難。有數(shù)據(jù)顯示,2007年以來(lái),中國(guó)倒閉的民營(yíng)書(shū)店有1萬(wàn)多家。很多出版企業(yè)壞賬攀升,出版社越來(lái)越重視銷售渠道的建設(shè)和管理。本論文主要分析目前圖書(shū)銷售渠道中存在的問(wèn)題,并提出優(yōu)化措施,通過(guò)建立模型對(duì)銷售渠道進(jìn)行評(píng)價(jià),以促進(jìn)出版企業(yè)能夠健康發(fā)展。論文結(jié)合KX出版社銷售工作的實(shí)際情況,結(jié)合出版社整體發(fā)展目標(biāo)情況,提出了以“提高發(fā)貨率、提高渠道效率、降低退貨率”為銷售渠道優(yōu)化目標(biāo),并運(yùn)用頭腦風(fēng)暴法、專家打分法、實(shí)證研究法、定性和定量相結(jié)合等,建立了渠道效率、渠道安全性、渠道能力、渠道增長(zhǎng)性等綜合的評(píng)價(jià)指標(biāo)體系,并引入層次分析法建立對(duì)企業(yè)銷售渠道的定量評(píng)價(jià)模型。KX出版社是國(guó)內(nèi)大型綜合類出版社,圖書(shū)品種多,終端客戶復(fù)雜、原有銷售渠道覆蓋面較大。KX出版社銷售渠道中存在的問(wèn)題及面臨的環(huán)境具有一定的代表性,本文在對(duì)其現(xiàn)狀問(wèn)題進(jìn)行全面分析的基礎(chǔ)上,對(duì)其銷售渠道進(jìn)行優(yōu)化,以提高其渠道效率,減低渠道風(fēng)險(xiǎn),希望能對(duì)其他出版企業(yè)銷售渠道優(yōu)化和管理提供一定的借鑒。
[Abstract]:In recent years, the book market has lacklustre, disorderly competition and rapidly growing operating costs have made it difficult for many bookstores to operate. Data show that since 2007, more than 10,000 private bookstores have closed in China. Many publishing companies have seen bad debts climb. Publishing houses pay more and more attention to the construction and management of sales channels. In order to promote the healthy development of publishing enterprises, this paper combines the actual situation of the sales work of KX Publishing House and the overall development goal of the publishing house, and puts forward that "improve the delivery rate, improve the channel efficiency," Reducing the return rate "is the goal of optimizing the sales channel, and using the brainstorming method, expert scoring method, empirical research method, qualitative and quantitative analysis, etc., to establish the channel efficiency, channel safety, channel capability, etc. A comprehensive evaluation index system of channel growth, and a quantitative evaluation model for enterprise sales channels established by AHP. KX Publishing House is a large comprehensive publishing house in China, with a variety of books and complex end-customers. The problems existing in the original sales channel and the environment faced by KX Publishing House are representative. Based on the comprehensive analysis of the current situation, this paper optimizes the sales channel. In order to improve its channel efficiency and reduce channel risk, it is hoped that it can be used for reference for other publishing enterprises to optimize and manage their sales channels.
【學(xué)位授予單位】：中國(guó)科學(xué)院大學(xué)(工程管理與信息技術(shù)學(xué)院)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G239.22-F

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