本文選題：圖書營(yíng)銷　切入點(diǎn)：營(yíng)銷分類法　出處：《武漢大學(xué)》2010年博士論文

【摘要】： 當(dāng)今世界,標(biāo)準(zhǔn)已成為企業(yè)和國(guó)家核心競(jìng)爭(zhēng)力的基本技術(shù)要素,成為人類經(jīng)濟(jì)活動(dòng)、社會(huì)生活等各領(lǐng)域所普遍遵守的技術(shù)規(guī)則。標(biāo)準(zhǔn)化作為一種技術(shù)制度,是管理和規(guī)范國(guó)民經(jīng)濟(jì)與社會(huì)發(fā)展的技術(shù)保障,在我國(guó)各項(xiàng)事業(yè)的建設(shè)與發(fā)展中發(fā)揮著越來(lái)越重要的作用。標(biāo)準(zhǔn)化工作對(duì)新聞出版行業(yè)的發(fā)展也起著重要的支撐和保障作用。 作為出版發(fā)行企業(yè)圖書營(yíng)銷管理的重要內(nèi)容,圖書營(yíng)銷分類工作具有重要的地位。而當(dāng)前制約我國(guó)出版發(fā)行企業(yè)圖書營(yíng)銷分類工作水平和質(zhì)量提高的一個(gè)瓶頸就是缺乏一部通用性的圖書營(yíng)銷分類法,出版發(fā)行企業(yè)大多“借用”圖書館分類法或自編適用于本企業(yè)的分類法來(lái)進(jìn)行圖書營(yíng)銷分類：而且分類工作中還存在不規(guī)范和管理粗放等問(wèn)題。這不利于圖書營(yíng)銷分類工作整體質(zhì)量的提高,也不利于讀者的圖書消費(fèi)和行業(yè)內(nèi)圖書營(yíng)銷信息的流通共享。新聞出版行業(yè)標(biāo)準(zhǔn)化工作的深入開展為編制、應(yīng)用我國(guó)通用性圖書營(yíng)銷分類法創(chuàng)造了條件。 論文以作者參與的“出版物營(yíng)銷分類法標(biāo)準(zhǔn)編制”與“出版物營(yíng)銷分類法標(biāo)準(zhǔn)實(shí)施指南”項(xiàng)目研究為基礎(chǔ),對(duì)我國(guó)圖書營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)的編制與實(shí)施進(jìn)行了研究。全文共分為六個(gè)部分： 第1章首先以標(biāo)準(zhǔn)化工作對(duì)我國(guó)新聞出版行業(yè)發(fā)展的重要意義為背景,提出用標(biāo)準(zhǔn)化方法解決我國(guó)圖書出版發(fā)行業(yè)存在的通用性圖書營(yíng)銷分類法缺失問(wèn)題。然后介紹了論文的研究目的和研究方法。接著從理論研究和編制成果等角度對(duì)國(guó)內(nèi)外近三十年來(lái)關(guān)于圖書營(yíng)銷分類法的研究現(xiàn)狀進(jìn)行了綜述。最后介紹論文的研究?jī)?nèi)容、研究思路。 第2章對(duì)“圖書營(yíng)銷分類法”及相關(guān)的“圖書”、“圖書營(yíng)銷分類”概念進(jìn)行定義。 第3章對(duì)我國(guó)圖書營(yíng)銷分類的發(fā)展歷程和現(xiàn)狀進(jìn)行分析。論文對(duì)我國(guó)古代、近現(xiàn)代以及新中國(guó)成立以來(lái)的圖書營(yíng)銷(銷售、發(fā)行)分類的發(fā)展歷程進(jìn)行了回顧；并結(jié)合參與項(xiàng)目研究過(guò)程中的調(diào)查活動(dòng),對(duì)當(dāng)前我國(guó)出版發(fā)行企業(yè)圖書營(yíng)銷分類的現(xiàn)狀進(jìn)行了分析。 第4章在對(duì)我國(guó)圖書營(yíng)銷分類進(jìn)行歷史回顧和現(xiàn)狀分析的基礎(chǔ)上,首先提出了編制、應(yīng)用通用性圖書營(yíng)銷分類法的研究課題,詳細(xì)分析了其必要性。然后結(jié)合國(guó)內(nèi)外通用性分類法的編制和應(yīng)用實(shí)踐,提出了三條通用性分類法編制、應(yīng)用的基本路徑,分析了其各自的優(yōu)勢(shì)和局限性,并就這三條基本路徑在我國(guó)通用性圖書營(yíng)銷分類法編制、應(yīng)用中的現(xiàn)實(shí)性和可行性進(jìn)行了分析,確定了以行業(yè)標(biāo)準(zhǔn)化作為實(shí)現(xiàn)我國(guó)通用性圖書營(yíng)銷分類法編制、應(yīng)用的基本路徑并詳細(xì)分析了這條路徑的可行性。 第5章探討圖書營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)的編制與實(shí)施的相關(guān)原理與方法。圖書營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)的編制與實(shí)施應(yīng)該符合標(biāo)準(zhǔn)本身的定位以及圖書營(yíng)銷分類活動(dòng)的特點(diǎn),并遵循和運(yùn)用相關(guān)的文獻(xiàn)分類、商品分類和標(biāo)準(zhǔn)化活動(dòng)的原理和方法。因此,論文定義了“圖書營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)”的概念并進(jìn)行了標(biāo)準(zhǔn)定位分析,并系統(tǒng)地分析了圖書營(yíng)銷分類活動(dòng)的構(gòu)成、作用和特點(diǎn),還深入文獻(xiàn)分類學(xué)、營(yíng)銷學(xué)和標(biāo)準(zhǔn)化學(xué),總結(jié)相關(guān)的原理與方法,并就這些原理方法和圖書營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)編制與實(shí)施中的應(yīng)用進(jìn)行了探討。 第6章、第7章以作者參與編制和實(shí)施的《圖書、音像制品、電子出版物營(yíng)銷分類法》行業(yè)標(biāo)準(zhǔn)為基礎(chǔ),運(yùn)用第5章探討的相關(guān)原理和方法,分析了我國(guó)營(yíng)銷分類法行業(yè)標(biāo)準(zhǔn)在編制和實(shí)施中的具體問(wèn)題,包括編制過(guò)程中的原則和思路、分類大綱的制定、分類標(biāo)記系統(tǒng)的設(shè)計(jì)、分類主表的設(shè)計(jì)、分類附表的設(shè)計(jì)、標(biāo)準(zhǔn)文本的設(shè)計(jì)以及實(shí)施過(guò)程中的原則和思路、營(yíng)銷分類標(biāo)引規(guī)則、出版社上架建議的規(guī)范、書店實(shí)施標(biāo)準(zhǔn)的基本模式等。 最后,在第8章“結(jié)語(yǔ)”中對(duì)論文研究工作進(jìn)行總結(jié),并展望了進(jìn)一步研究的方向。
[Abstract]:In today's world, the standard has become the basic technical elements of enterprises and the core competitiveness of the country, become the human economic activities, technical rules generally comply with the various fields of social life. As a kind of technical standard system, is the management and standardize the technical support of the national economic and social development, plays a more and more important role in the construction of with the development of various undertakings in our country. Also plays an important role of support and security standardization work on the development of the news publishing industry.
As an important content of book publishing enterprises marketing management, book marketing classification plays an important role. A bottleneck restricting China's publishing enterprise level of book marketing classification and quality improvement is the lack of a universal book marketing classification, classification of publishing enterprises are to "borrow" Library Classification author for the enterprise to book marketing classification: and there are not standardized and extensive management and classification work. This is not conducive to the overall quality of book marketing classification work, is not conducive to the book marketing information reader book consumption within the industry and sharing. The news publishing industry standardization work in depth in order to carry out preparation, to create the conditions for application of China Universal book marketing classification.
Based on the research of "publication marketing classification standard compilation" and "publication marketing classification standard implementation guidelines", the author has studied the compilation and implementation of China's book marketing classification industry standard. The paper is divided into six parts.
The first chapter in the standardization work of China's press and publication industry development significance as the background, the universal book marketing classification problem for the standard solution of China's publishing industry. And then introduces the research purpose and research methods of this dissertation. Then from the theoretical study and compilation perspective for nearly thirty years at home and abroad research status of book marketing classification are reviewed. Finally, the research contents, research ideas.
The second chapter defines the "book marketing classification" and the related "books", "book marketing classification" concept.
The third chapter is the history and present situation of book marketing classification in China were analyzed. Based on the modern and ancient China, since the new China established book marketing (sales, issue) development of classification are reviewed; and combined with research projects in the process of the activities of the current status quo of China's Publishing classification of book marketing are analyzed.
The fourth chapter based on the history and current situation of the analysis of the classification of our book marketing, first proposed the establishment, research application of universal book marketing classification, analyzes its necessity. Then combined with the preparation and application of domestic and foreign common classification method, puts forward three universal classification method the basic path of preparation, application, analyzes their respective advantages and limitations, and the three basic paths in China Universal book marketing classification system, the feasibility and practical application were analyzed to determine the industry standard as the realization of China's universal book marketing classification system. The basic path of the application and a detailed analysis of the feasibility of this path.
The fifth chapter discusses the related principle and method of preparation and implementation of book marketing classification industry standard. Should the compilation and implementation of book marketing classification standards with the characteristics of standard positioning itself and book marketing classification activities, and follow and apply the relevant literature classification, principle and method of commodity classification and standardization activities. Therefore, this dissertation defines the concept of "book marketing classification industry standard" and the standard positioning analysis, and systematic analysis of the composition of the book marketing classification, function and characteristic, also in-depth literature classification, marketing and standardization, summarized the principle and method of correlation, and the application of these methods and principle of books marketing classification preparation industry standards and in the implementation are discussed.
The sixth chapter, the seventh chapter the author participated in the preparation and implementation of the "books, audio-visual products, electronic publications marketing classification > industry standard as the basis, using the related principle and method of the fifth chapter, analyzes the specific problems in China's marketing classification standards in the preparation and implementation of the principles and ideas, including the preparation process the outline of the design, classification, classification marking system design, classification of the main table, the design schedule, principles and ideas of the design and implementation of the standard text in the process of marketing, classification and indexing rules, press shelves recommended standard, standard implementation of the basic models of the bookstore.
Finally, the paper summarizes the research work in the eighth chapter, and looks forward to the direction of further research.

【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：G235-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李妹;云南地方文獻(xiàn)分類工作規(guī)范化問(wèn)題研究[D];云南大學(xué);2011年

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本文編號(hào)：1716023