本文選題：出版企業(yè) + 圖書營銷�。� 參考：《武漢理工大學(xué)》2010年碩士論文

【摘要】：在圖書市場競爭激烈的今天,出版企業(yè)為了爭奪更多的市場份額,實(shí)現(xiàn)經(jīng)濟(jì)效益和社會效益的雙贏目標(biāo),選擇合適的圖書營銷策略是其提高競爭優(yōu)勢,使其在激烈競爭中立于不敗之地的重要手段。,但是,圖書營銷與其他商品營銷一樣,由于圖書市場供求的不確定性和讀者需求的多樣性,風(fēng)險(xiǎn)成為了一種客觀存在。同時(shí)出版企業(yè)在圖書營銷過程中,由于圖書市場發(fā)育不健全,市場秩序不規(guī)范,市場環(huán)境的復(fù)雜性,出版企業(yè)管理粗放等因素,會給出版社的營銷環(huán)節(jié)帶來一定的阻力,再加之圖書營銷的多環(huán)節(jié)、多渠道,圖書載體形式多樣性,圖書營銷方式的多元化等,也使得圖書營銷風(fēng)險(xiǎn)比其他商品的營銷更具特殊性。 目前,盡管人們對各種各樣的風(fēng)險(xiǎn)進(jìn)行了大量的研究工作,但對出版企業(yè)圖書營銷的風(fēng)險(xiǎn)管理還未給予充分的重視,國內(nèi)外有關(guān)出版企業(yè)圖書營銷風(fēng)險(xiǎn)方面的研究文獻(xiàn)也不是很多。在出版行業(yè),對圖書營銷風(fēng)險(xiǎn)的認(rèn)識不足,在圖書營銷風(fēng)險(xiǎn)的識別上缺乏有效的方法；在圖書營銷風(fēng)險(xiǎn)的規(guī)避研究上,學(xué)者多從實(shí)際工作出發(fā),針對具體風(fēng)險(xiǎn)提出對策,缺乏理論深度。在現(xiàn)實(shí)中,由于圖書營銷風(fēng)險(xiǎn)而造成的圖書不能做到適銷對路,造成圖書庫存的積壓,圖書市場競爭的不規(guī)范,如侵權(quán)、盜版、跟風(fēng)現(xiàn)象的泛濫等問題日趨嚴(yán)重。隨著出版改革的不斷深入,特別是加入WTO之后,我國的出版企業(yè)要轉(zhuǎn)變營銷理念,提高企業(yè)管理水平,樹立風(fēng)險(xiǎn)意識,實(shí)施風(fēng)險(xiǎn)規(guī)避措施等才能在激烈的市場競爭中有立足之地。因此,加強(qiáng)對出版企業(yè)圖書營銷風(fēng)險(xiǎn)的防范和規(guī)避是當(dāng)今出版企業(yè)管理中一個(gè)迫切的課題,具有非常重要的現(xiàn)實(shí)意義。 本文以圖書營銷學(xué)和營銷風(fēng)險(xiǎn)管理的基本理論為指導(dǎo),從我國當(dāng)前出版企業(yè)的實(shí)際經(jīng)營狀況出發(fā),運(yùn)用要素分析法和SWOT分析法識別當(dāng)前出版企業(yè)在圖書營銷過程中可能遇到的各種風(fēng)險(xiǎn),從風(fēng)險(xiǎn)回避、風(fēng)險(xiǎn)降低、風(fēng)險(xiǎn)分?jǐn)�、風(fēng)險(xiǎn)轉(zhuǎn)移和風(fēng)險(xiǎn)自留這五個(gè)方面對圖書營銷風(fēng)險(xiǎn)的控制去分析,并對圖書營銷風(fēng)險(xiǎn)的防范與規(guī)避提出建設(shè)性意見,如建立風(fēng)險(xiǎn)管理機(jī)制、推進(jìn)風(fēng)險(xiǎn)信息化管理、加強(qiáng)企業(yè)信息交流、掌握營銷環(huán)境動態(tài)、注重市場調(diào)研、實(shí)行市場細(xì)分策略、營銷渠道策略,利用傳媒進(jìn)行造勢、加強(qiáng)出版社的自我借勢等策略對圖書營銷風(fēng)險(xiǎn)進(jìn)行規(guī)避。 本文由以下四部分組成： 第一部分為課題研究背景,主要涵蓋營銷與圖書營銷、營銷風(fēng)險(xiǎn)與圖書營銷風(fēng)險(xiǎn)、營銷風(fēng)險(xiǎn)管理與圖書營銷風(fēng)險(xiǎn)管理的研究現(xiàn)狀,針對當(dāng)前我國出版企業(yè)的圖書營銷存在的風(fēng)險(xiǎn)提出問題,確立本文研究內(nèi)容和方法。 第二部分,結(jié)合圖書營銷學(xué)和營銷風(fēng)險(xiǎn)管理的相關(guān)理論知識,分析圖書營銷風(fēng)險(xiǎn)的成因、特性,總結(jié)當(dāng)前圖書營銷過程中可能遇到的各種風(fēng)險(xiǎn)并給予分類。 第三部分,利用企業(yè)風(fēng)險(xiǎn)管理的基本理論知識,運(yùn)用要素分析法和SWOT分析法來對圖書營銷風(fēng)險(xiǎn)進(jìn)行識別。對圖書營銷風(fēng)險(xiǎn)的控制從風(fēng)險(xiǎn)回避、風(fēng)險(xiǎn)降低、風(fēng)險(xiǎn)分?jǐn)�、風(fēng)險(xiǎn)轉(zhuǎn)移和風(fēng)險(xiǎn)自留這五個(gè)方面去分析。 第四部分,結(jié)合出版企業(yè)經(jīng)營現(xiàn)狀,提出如建立風(fēng)險(xiǎn)管理機(jī)制、推進(jìn)風(fēng)險(xiǎn)信息化管理、加強(qiáng)企業(yè)信息交流、掌握營銷環(huán)境動態(tài)、注重市場調(diào)研、實(shí)行市場細(xì)分策略、營銷渠道策略,利用傳媒進(jìn)行造勢、加強(qiáng)出版社的自我借勢等策略對圖書營銷風(fēng)險(xiǎn)進(jìn)行規(guī)避。
[Abstract]:With the fierce competition in the book market today, the publishing enterprise has a win-win goal to compete for more market share and achieve economic and social benefits. The choice of appropriate book marketing strategy is an important means to improve its competitive advantage and make it invincible in the fierce competition. The risk has become an objective existence in the uncertainty of supply and demand of the book market and the diversity of readers' demand. At the same time, in the process of book marketing, the publishing enterprise will bring some factors to the marketing link of the publishing house because of the unsound development of the book market, the unstandardized market order, the complexity of the market environment and the rough management of the publishing enterprise. The resistance, as well as the multi link of book marketing, multi-channel, diversity of book carrier form, and the diversification of book marketing methods, make the risk of book marketing more special than the marketing of other goods.
At present, although a lot of research work has been done on all kinds of risks, the risk management of book marketing in publishing enterprises has not been given enough attention. There are not many research literatures on the risk of book marketing at home and abroad. In the publishing industry, the knowledge of book marketing risks is insufficient and the book marketing is in the market. There is a lack of effective methods for the identification of risk. In the study of the avoidance of the risk of book marketing, many scholars start from the actual work, put forward countermeasures against specific risks and lack theoretical depth. In reality, books caused by the risk of book marketing can not be marketable, the backlog of book stock and the unfair competition in the book market. With the deepening of the publishing reform, especially after the entry into WTO, the publishing enterprises in China need to change their marketing ideas, improve the management level, establish risk awareness and implement risk avoidance measures in the fierce market competition. The prevention and avoidance of book marketing risks in publishing enterprises is an urgent topic in the management of publishing enterprises. It has very important practical significance.
Based on the basic theory of book marketing and marketing risk management, this paper, starting from the actual operating conditions of the current publishing enterprises in China, uses factor analysis and SWOT analysis to identify various risks that the current publishing enterprises may encounter in the process of book marketing, from risk avoidance, risk reduction, risk sharing, risk transfer and wind. The five aspects of risk retention are analyzed in the control of the risk of book marketing, and some constructive suggestions are put forward for the prevention and avoidance of the risk of book marketing, such as establishing risk management mechanism, promoting the management of risk information, strengthening the information exchange of enterprises, mastering the dynamics of marketing environment, paying attention to the market research, implementing market subdivision strategy and marketing channel strategy. Using the strategy of media to strengthen the self borrowing of publishers and other strategies to avoid the risk of book marketing.
This article is composed of the following four parts:
The first part is the background of the research. It mainly covers marketing and book marketing, marketing risk and book marketing risk, marketing risk management and book marketing risk management. In the light of the current risk of book marketing in China's publishing enterprises, this paper establishes the content and methods of this study.
The second part, combining the related theoretical knowledge of book marketing and marketing risk management, analyzes the causes and characteristics of the risk of book marketing, summarizes the possible risks and classifications in the current process of book marketing.
The third part, using the basic theoretical knowledge of enterprise risk management, uses factor analysis method and SWOT analysis method to identify the risk of book marketing. The control of the risk of book marketing is analyzed from five aspects: risk avoidance, risk reduction, risk sharing, risk transfer and risk retention.
In the fourth part, combined with the current situation of the publishing enterprise, it is proposed that such as establishing risk management mechanism, promoting risk information management, strengthening enterprise information exchange, grasping the dynamic of marketing environment, paying attention to market research, implementing market subdivision strategy, marketing channel strategy, making use of the media and strengthening the self borrowing strategy of the publishing house to book marketing. Risk is circumvented.

【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G231-F

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 李智慧;價(jià)值鏈視角下的項(xiàng)目風(fēng)險(xiǎn)管理研究[D];東北財(cái)經(jīng)大學(xué);2012年

相關(guān)碩士學(xué)位論文 前2條

1 劉軍;神木縣興永蘭炭公司營銷風(fēng)險(xiǎn)管理研究[D];西北大學(xué);2012年

2 劉金彬;澳柯瑪商用冷柜市場營銷風(fēng)險(xiǎn)防控策略研究[D];西北大學(xué);2012年

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本文編號：1806971