本文選題：大學(xué)出版社 + 網(wǎng)絡(luò)營銷　； 參考：《華中師范大學(xué)》2010年碩士論文

【摘要】： 網(wǎng)絡(luò)成為現(xiàn)代社會文明的一種象征,幾乎融入到了整個社會系統(tǒng)中,不論是政治生活,經(jīng)濟(jì)生活,還是文化生活,都與網(wǎng)相連。網(wǎng)絡(luò)營銷已然成為現(xiàn)代商業(yè)的經(jīng)營理念和基本模式。出版業(yè)的發(fā)展,特別是在網(wǎng)絡(luò)消費和電子閱讀時代,更離不開網(wǎng)絡(luò)營銷。但就大學(xué)出版社的現(xiàn)狀而言,網(wǎng)絡(luò)營銷還處于起步階段。我們期待建立一個現(xiàn)代化的,以網(wǎng)絡(luò)營銷為中心,幾乎所有的業(yè)務(wù)和活動都可以通過網(wǎng)絡(luò)快捷高效運行的大學(xué)出版社。 本文結(jié)合現(xiàn)代客戶關(guān)系管理的相關(guān)理論,針對大學(xué)出版社這一特殊主體,闡釋了網(wǎng)絡(luò)營銷的理念,界定了大學(xué)出版社的客戶、營銷價值、營銷效益等核心概念；并在調(diào)查訪問武漢地區(qū)四所大學(xué)出版社的基礎(chǔ)上,分析了大學(xué)出版社的現(xiàn)狀、特點和問題；并針對問題,提出了大學(xué)出版社網(wǎng)絡(luò)營銷的具體策略,包括組織策略、服務(wù)策略、品牌策略、宣傳策略等；最后展望了大學(xué)出版社網(wǎng)絡(luò)營銷的趨勢,以期對大學(xué)出版社網(wǎng)絡(luò)營銷的研究者和從業(yè)人員在理論上和實踐上有所啟迪。
[Abstract]:Network has become a symbol of modern social civilization, almost integrated into the whole social system, whether political life, economic life, or cultural life, are connected to the network. Network marketing has become the modern business philosophy and basic mode. The development of publishing industry, especially in the era of internet consumption and e-reading, can not do without network marketing. However, as far as the current situation of university publishing houses is concerned, network marketing is still in its infancy. We look forward to building a modern, online market-oriented university publishing house where almost all businesses and activities can run quickly and efficiently through the network. Based on the relevant theories of modern customer relationship management and the special subject of university publishing house, this paper explains the concept of network marketing, and defines the core concepts of customer, marketing value and marketing benefit of university publishing house. On the basis of investigating and visiting four university publishing houses in Wuhan, this paper analyzes the present situation, characteristics and problems of university publishing houses, and puts forward the specific strategies of network marketing of university publishing houses, including organization strategy and service strategy. Finally, the author looks forward to the trend of network marketing of university publishing houses, hoping to enlighten the researchers and practitioners of network marketing of university publishing houses in theory and practice.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G235-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號：1975061