本文選題：新華書店 + 高校教材　； 參考：《中國海洋大學(xué)》2011年碩士論文

【摘要】：自上世紀(jì)九十年代以來，國家逐步放開高校教材市場，變計劃經(jīng)濟(jì)時代各地新華書店統(tǒng)訂統(tǒng)發(fā)模式為出版社直發(fā)、新華書店發(fā)行、民營書店發(fā)行、高校圖書代辦站發(fā)行等多種發(fā)行模式。這對新華書店高校教材業(yè)務(wù)提出新的課題和挑戰(zhàn)。各地新華書店（新華發(fā)行集團(tuán)）在認(rèn)真分析形勢的同時也采取相應(yīng)的市場營銷措施，力圖挽回失去的市場份額，但并沒有達(dá)到預(yù)期的效果。 高校教材業(yè)務(wù)作為新華書店整體業(yè)務(wù)中的重要組成部分，歷來是各地新華書店（新華發(fā)行集團(tuán)）工作的重心和重點，是新華書店整體競爭力的集中體現(xiàn)。同時由于高校教材是連接出版社、新華書店、高等院校之間關(guān)系的實物載體，自然也成為不同領(lǐng)域的專家和學(xué)者研究的集中點。國外對于高校教材的理論研究是與其實踐同步發(fā)展的，研究成果主要集中在大學(xué)書店和出版社直銷上，并沒有涉及國有書店教材發(fā)行和營銷層面。國內(nèi)學(xué)者分別從不同角度對高校教材進(jìn)行研究，其重點放在高校教材傳統(tǒng)市場營銷和高校教材管理層面以及對國外實踐案例的介紹上。但是對于從新華書店角度考慮利用高校教材資源價值這一資源營銷模式進(jìn)行運作以及能否應(yīng)用于營銷實踐，尚沒有學(xué)者研究。 本文從資源的視角重新審視新華書店高校教材發(fā)行工作，對新華書店高校教材的資源屬性進(jìn)行了分析，從我國新華書店高校教材發(fā)行的環(huán)境分析和現(xiàn)狀問題入手，認(rèn)為高校教材涉獵多種資源，具有較高資源價值，可以作為一種資源進(jìn)行營銷，，并且結(jié)合資源營銷的理念從品牌資源培育、上游出版資源整合、下游客戶資源開發(fā)、信息資源匹配等多角度分別提出了新華書店高校教材資源營銷的相關(guān)策略。 本文在綜合研究分析大量參考文獻(xiàn)的基礎(chǔ)上，采用經(jīng)驗總結(jié)法、多學(xué)科交叉分析法、文獻(xiàn)研究法等多種方法進(jìn)行理論和實踐的探討。本文總共分六個章節(jié)，第一章緒論主要介紹了本文的選題背景、研究目的和意義以及主要技術(shù)路線。第二章文獻(xiàn)綜述對相關(guān)理論進(jìn)行了綜述。第三章從高校教材環(huán)境與現(xiàn)狀問題分析入手，對我國新華書店高校教材發(fā)行所處環(huán)境進(jìn)行分析，進(jìn)而分析高校教材發(fā)行的現(xiàn)狀和問題。第四章提出新華書店高校教材資源營銷并給出高效教材資源營銷的定義，同時從高校教材資源屬性出發(fā)提出了新華書店高校教材資源的定義和分類。第五章新華書店高校教材資源分析，對新華書店高校教材上游出版資源、下游客戶資源、品牌資源等多種資源特征進(jìn)行分析。第六章是新華書店高校教材資源營銷策略，從新華書店品牌文化資源培育、上游圖書資源整合、下游客戶資源開發(fā)、上下游信息資源匹配等角度入手對高校教材資源營銷策略進(jìn)行了研究。第七章是結(jié)束語。
[Abstract]:Since the 1990s, the state has gradually opened up the teaching materials market of colleges and universities, changing the unified mode of publishing houses, Xinhua bookstores and private bookstores from the planned economy era to publishing houses, Xinhua bookstores and private bookstores. The university book agency station issues and so on many kinds of distribution pattern. This puts forward new subject and challenge to Xinhua Bookstore's college textbook business. Xinhua Bookstore (Xinhua Publishing Group) in the serious analysis of the situation at the same time to take corresponding marketing measures to try to recover the lost market share, but did not achieve the desired results. As an important part of the overall business of Xinhua Bookstore, the teaching material business of colleges and universities has always been the focus and focus of the work of Xinhua Bookstore (Xinhua Publishing Group), which is the concentrated embodiment of the overall competitiveness of Xinhua Bookstore. At the same time, college textbooks are the physical carriers of the relationship between publishing houses, Xinhua bookstores and institutions of higher learning, which naturally become the focus of experts and scholars in different fields. The theoretical research on college textbooks has been developed simultaneously with its practice in foreign countries. The research results mainly focus on university bookstores and direct marketing of publishing houses, and do not involve the distribution and marketing of textbooks in state-owned bookstores. The domestic scholars study the teaching materials from different angles, which focus on the traditional marketing of college textbooks and the management of university textbooks, as well as the introduction of foreign practical cases. However, there is no research on how to use the resource value of college textbooks to operate and whether it can be applied to the marketing practice from the perspective of Xinhua Bookstore. This paper reexamines the distribution of college textbooks in Xinhua Bookstore from the perspective of resources, analyzes the resource attributes of the textbooks in Xinhua Bookstore, and starts with the analysis of the environment and the current situation of the distribution of textbooks in Xinhua Bookstore in China. It is considered that the teaching materials of colleges and universities are of high resource value, which can be used as a kind of resource for marketing, and combine the concept of resource marketing from the cultivation of brand resources, the integration of upstream publishing resources, and the development of downstream customer resources. This paper puts forward the relevant strategies of the college textbook resources marketing in Xinhua Bookstore from different angles, such as information resource matching. On the basis of comprehensive research and analysis of a large number of references, this paper discusses the theory and practice by means of experience summarization method, multi-disciplinary cross-analysis method, literature research method and so on. This paper is divided into six chapters. The first chapter mainly introduces the background, purpose, significance and main technical route of this paper. The second chapter reviews the relevant theories. The third chapter starts with the analysis of the environment and current situation of teaching materials in colleges and universities, and then analyzes the present situation and problems of the distribution of teaching materials in colleges and universities in China. The fourth chapter puts forward the marketing of college textbook resources in Xinhua Bookstore and gives the definition of efficient textbook resources marketing. At the same time, it puts forward the definition and classification of college textbook resources in Xinhua Bookstore from the perspective of the attributes of university textbook resources. The fifth chapter analyzes the resources of Xinhua Bookstore, such as the upstream publishing resources, downstream customer resources, brand resources and so on. The sixth chapter is the marketing strategy of college textbook resources in Xinhua Bookstore, from the cultivation of brand cultural resources of Xinhua Bookstore, the integration of upstream book resources, and the development of downstream customer resources. This paper studies the marketing strategy of university textbook resources from the point of view of upstream and downstream information resource matching. The seventh chapter is the conclusion.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G235

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