發(fā)布時間：2018-06-07 22:43

  本文選題：網(wǎng)絡(luò)分銷 + 中介網(wǎng)絡(luò)　； 參考：《浙江大學》2010年碩士論文

【摘要】： 根據(jù)目前網(wǎng)絡(luò)分銷存在的形式,本文將出版社圖書網(wǎng)絡(luò)分銷分為兩大類：出版社自建網(wǎng)站分銷和中介網(wǎng)絡(luò)分銷。近年來, Internet和電子商務(wù)的飛速發(fā)展給出版社傳統(tǒng)圖書分銷模式帶來了很大的沖擊,網(wǎng)絡(luò)分銷形式已經(jīng)被出版社普遍接受和采用。但在網(wǎng)絡(luò)分銷中,目前大多數(shù)出版社自建網(wǎng)站競爭力低下,難以達到預期效果,還不能作為主要的網(wǎng)絡(luò)分銷模式,中介網(wǎng)絡(luò)分銷仍然是出版社目前主要依賴的網(wǎng)絡(luò)分析渠道。但是國內(nèi)目前的圖書網(wǎng)絡(luò)分銷市場存在著被少數(shù)大型圖書中介網(wǎng)絡(luò)分銷商壟斷,而廣大中小圖書網(wǎng)絡(luò)分銷商競爭力不足的局面,出版社如何在選擇圖書中介網(wǎng)絡(luò)分銷渠道時,既確保自身話語權(quán),同時獲得高質(zhì)量的服務(wù)也就顯得尤為重要。基于管理者如何選擇圖書中介網(wǎng)絡(luò)分銷渠道這一問題,本文展開了研究。 本文首先對國內(nèi)外在網(wǎng)絡(luò)分銷渠道、圖書網(wǎng)絡(luò)分銷渠道和出版社圖書網(wǎng)絡(luò)分銷渠道的選擇這三個方面的文獻進行了研究和總結(jié)。初步提出了影響出版社選擇中介網(wǎng)絡(luò)分銷渠道的八大因素：戰(zhàn)略性、經(jīng)濟性、供應(yīng)商、管理、技術(shù)、市場、競爭者和消費者。在此基礎(chǔ)上,通過前期的訪談,對各個因素包含的變量進行了細化,最后分別得出影響出版社選擇中介網(wǎng)絡(luò)分銷渠道的29個變量,進而得到初步的問卷量表。通過小范圍的問卷調(diào)研后,對問卷中的一些細節(jié)進行了修正和補充,得到了最終的問卷。通過因子分析,對前面提出的模型和要素進行了修正和改進,并重新提出了研究假設(shè),最后得出了出版社選擇中介網(wǎng)絡(luò)分銷渠道的五大影響因素：渠道供應(yīng)商、市場、效益、技術(shù)支持和無形利益。而通過方差分析,得出被試者本身的基本特征和出版社的基本特征都對關(guān)鍵因子存在一定的影響。最后,通過逐步回歸分析,得出中介網(wǎng)絡(luò)分銷的關(guān)鍵因素有五個,按重要性排序為：效益、渠道供應(yīng)商、市場、技術(shù)支持、無形利益。 在實證分析的基礎(chǔ)上,本文最后對出版社管理者給出了一些建議和意見,并對本文的不足進行了總結(jié),對以后的研究方向進行了展望。
[Abstract]:According to the existing form of network distribution, this paper divides the publishing house book network distribution into two categories: publishing house self-built website distribution and intermediary network distribution. In recent years, the rapid development of Internet and electronic commerce has brought great impact to the traditional book distribution mode of publishing houses, and the network distribution form has been widely accepted and adopted by publishing houses. However, in the network distribution, the competitiveness of most publishers' self-built websites is low, it is difficult to achieve the expected results, and can not be used as the main network distribution mode. Intermediary network distribution is still the main network analysis channel that publishers rely on at present. However, at present, the domestic book network distribution market is monopolized by a small number of large-scale book intermediary network distributors, while the vast number of small and medium-sized book network distributors are not competitive enough. How do publishers choose the distribution channels of book intermediary networks? It is particularly important to ensure one's own right to speak and to obtain high-quality services at the same time. Based on the problem of how to choose the distribution channel of book intermediary network, this paper has carried out a study on the network distribution channel at home and abroad. The literature of book network distribution channel and publishing house network distribution channel is studied and summarized. This paper puts forward eight factors that influence publishers' choice of distribution channel of intermediary network: strategy, economy, supplier, management, technology, market, competitors and consumers. On this basis, through the previous interviews, the variables contained in each factor are refined, and 29 variables that affect the publishers' choice of distribution channels of intermediary networks are obtained respectively, and a preliminary questionnaire scale is obtained. After a small scale of questionnaire investigation, some details of the questionnaire are revised and supplemented, and the final questionnaire is obtained. Through factor analysis, this paper modifies and improves the model and factors mentioned above, and puts forward the research hypotheses again. Finally, five factors influencing the selection of distribution channel of intermediary network by publishing house are obtained: Channel supplier, market, benefit, etc. Technical support and intangible benefits. Through the analysis of variance, it is concluded that the basic characteristics of the subjects themselves and the publishing house have a certain influence on the key factors. Finally, through stepwise regression analysis, five key factors of intermediary network distribution are obtained, which are: benefit, channel supplier, market, technical support, intangible benefit. At the end of this paper, the author gives some suggestions and opinions to the manager of the publishing house, summarizes the deficiency of this paper, and looks forward to the research direction in the future.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G235

【引證文獻】

相關(guān)期刊論文 前1條

1 周建存;劉益;;出版社網(wǎng)絡(luò)營銷渠道的評估與選擇[J];科技與出版;2013年10期

，

本文編號：1993109