本文關(guān)鍵詞：論圖書營銷中的數(shù)據(jù)分析　出處：《湖南師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 圖書出版 營銷 數(shù)據(jù)分析 建模

【摘要】：在出版產(chǎn)業(yè)結(jié)構(gòu)不斷調(diào)整、市場化程度日益加深、大型跨媒介傳媒集團(tuán)逐漸繁榮的宏觀背景下,在互聯(lián)網(wǎng)迅速發(fā)展、多媒體閱讀設(shè)備種類不斷豐富的技術(shù)條件下,圖書營銷作為圖書出版的重要環(huán)節(jié),要實(shí)現(xiàn)書業(yè)企業(yè)的社會價(jià)值與經(jīng)濟(jì)價(jià)值,滿足讀者的圖書需求,就需要充分發(fā)揮數(shù)據(jù)的預(yù)測能力。圖書營銷中的數(shù)據(jù)分析,是將大量可用于指導(dǎo)圖書營銷決策的信息轉(zhuǎn)換成可以量化的數(shù)據(jù),挖掘數(shù)據(jù)之間的相互關(guān)系,以達(dá)到對圖書營銷進(jìn)行預(yù)測的目的。圖書營銷中的數(shù)據(jù)分析對于提高書業(yè)企業(yè)的競爭力有著關(guān)鍵作用。 研究首先從大數(shù)據(jù)背景出發(fā),討論數(shù)據(jù)分析對于書業(yè)企業(yè)核心競爭力、出版業(yè)發(fā)展和圖書營銷中數(shù)據(jù)分析理論研究的重要意義,并從三類研究人員、四個研究方面和現(xiàn)存問題著手對研究現(xiàn)狀進(jìn)行了歸納總結(jié)；其次討論了圖書營銷數(shù)據(jù)分析的可控性、綜合性、復(fù)雜性和高風(fēng)險(xiǎn)性等特點(diǎn),強(qiáng)調(diào)了圖書營銷數(shù)據(jù)分析對于企業(yè)整體發(fā)展和企業(yè)圖書營銷工作的重要作用,分析了圖書營銷數(shù)據(jù)的基本類型和基本分析方法；再次,通過分析當(dāng)前圖書營銷數(shù)據(jù)分析競爭情況和宏觀環(huán)境,討論了目前存在著缺乏對數(shù)據(jù)分析的科學(xué)認(rèn)知,數(shù)據(jù)的利用率低,數(shù)據(jù)分析報(bào)告不完善,缺乏具有普遍適用性的圖書營銷數(shù)據(jù)分析決策模型等問題；最后,針對現(xiàn)存問題和行業(yè)情況提出了包括圖書營銷數(shù)據(jù)庫的建立,數(shù)據(jù)的預(yù)處理方式,數(shù)據(jù)挖掘工具與基本方法以及數(shù)據(jù)分析報(bào)告的制作等流程的圖書營銷數(shù)據(jù)分析決策模型。主要研究方法為文獻(xiàn)研究法、案例研究法和定性研究法。
[Abstract]:Under the macro background of the constant adjustment of publishing industry structure, the deepening of marketization and the prosperity of large cross-media media groups, the Internet is developing rapidly. With the variety of multimedia reading equipment constantly abundant, book marketing, as an important link of book publishing, should realize the social and economic value of the book industry enterprise and meet the readers' book demand. Data analysis in book marketing is to transform a large amount of information that can be used to guide book marketing decisions into quantifiable data and to mine the relationship between the data. In order to predict the book marketing, the data analysis in the book marketing plays a key role in improving the competitiveness of the book industry enterprises. The study first discusses the significance of data analysis to the core competitiveness of book industry, the development of publishing industry and the research of data analysis theory in book marketing from the background of big data, and discusses the significance of data analysis from three types of researchers. Four aspects of research and existing problems to begin to summarize the current situation of research; Secondly, this paper discusses the characteristics of book marketing data analysis, such as controllability, comprehensiveness, complexity and high risk, and emphasizes the important role of book marketing data analysis for the overall development of enterprises and the enterprise book marketing work. This paper analyzes the basic types and methods of book marketing data. Thirdly, through the analysis of the current book marketing data analysis competition situation and macro environment, discussed the current lack of scientific understanding of data analysis, data utilization rate is low, data analysis report is not perfect. Lack of general applicability of book marketing data analysis decision-making model and other issues; Finally, according to the existing problems and industry conditions, including the establishment of book marketing database, data preprocessing methods. Data mining tools and basic methods as well as the production of data analysis reports and other processes of book marketing data analysis decision-making model, the main research methods are literature research, case study and qualitative research.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G235-F

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本文編號：1381490