本文選題：深度分銷 + 教輔圖書市場　； 參考：《吉林大學》2010年碩士論文

【摘要】： 本文主要運用圖書營銷學和營銷渠道管理等學科的相關(guān)理論和比較分析的研究方法,針對我國教輔圖書市場深度分銷這一營銷模式的發(fā)展現(xiàn)狀,剖析中國教輔圖書市場的發(fā)展與運行中存在的問題,論證深度分銷在當前教輔類圖書市場運行中仍有積極意義和繼續(xù)深化操作的必要性。通過深度分銷這一營銷模式在其他行業(yè)里如何操作的比較運用,結(jié)合教輔圖書市場的自身特點,提出深度分銷在我國教育制度改革和多變的市場環(huán)境中走出困境的對策,為推動深度分銷模式的進一步發(fā)展,以及各參與教輔圖書市場競爭的出版商提供一定的理論依據(jù)和實踐經(jīng)驗。 全書一共分為六章: 第一章為緒論,對本文的選題背景、意義和研究范圍做了一個簡要的介紹。 第二章為深度分銷模式的相關(guān)概念和組織特征,它對深度分銷的基本概念、基本思想和內(nèi)涵、實現(xiàn)條件和優(yōu)勢進行了簡要闡述,便于了解本文讀者對深度分銷理論有一個清晰的背景了解。 第三章對教輔圖書市場深度分銷模式的現(xiàn)狀進行了分析。 第四章從教輔圖書產(chǎn)品、圖書市場的內(nèi)外部環(huán)境和深度分銷模式本身等方面介紹了當前教輔圖書市場中深度分銷模式遇到的各種困境。 第五章從產(chǎn)品出發(fā)、從改善教輔圖書市場內(nèi)外部環(huán)境和深化運用深度分銷模式等方面指出了走出當前教輔圖書市場困境的出路。 第六章的主要結(jié)論對教輔圖書市場中深度分銷模式的運用進行了一個總結(jié),強調(diào)深度分銷需要優(yōu)化渠道、細化分工并深化精細操作,并指出營銷模式的運用都不是一成不變的,深度分銷模式的實質(zhì)也必須與時俱進才能在新形勢下煥發(fā)出強大的生命力。
[Abstract]:This paper mainly uses the relevant theories and comparative analysis methods of books marketing and marketing channel management, aiming at the development of the marketing mode of deep distribution of teaching auxiliary books in China. This paper analyzes the problems existing in the development and operation of the teaching assistant book market in China, and proves that the deep distribution still has positive significance in the current teaching auxiliary book market operation and the necessity of deepening the operation. Through the comparative application of the marketing mode of deep distribution in other industries and combining with the characteristics of the teaching auxiliary book market, this paper puts forward the countermeasures of how to get rid of the predicament of the deep distribution in the educational system reform and the changeable market environment of our country. In order to promote the further development of the deep distribution model and provide some theoretical basis and practical experience for the publishers participating in the competition of the teaching auxiliary book market, the book is divided into six chapters: the first chapter is the introduction, the background of this paper, The second chapter is about the related concepts and organizational characteristics of the deep distribution mode, which briefly describes the basic concepts, basic ideas and connotations, realization conditions and advantages of the deep distribution model. The third chapter analyzes the current situation of the deep distribution mode of the teaching assistant book market. The internal and external environment of the book market and the deep distribution mode itself have introduced the various difficulties encountered by the deep distribution mode in the teaching auxiliary book market. From the aspects of improving the internal and external environment of the teaching auxiliary book market and deepening the application of the deep distribution mode, this paper points out the way out of the predicament of the current teaching auxiliary book market. The main conclusions of the sixth chapter discuss the deep distribution mode in the teaching auxiliary book market. A summary of the application is made. It emphasizes that the deep distribution needs to optimize the channels, refine the division of labor and deepen the fine operation, and points out that the use of the marketing mode is not fixed, and the essence of the deep distribution mode must also keep pace with the times in order to radiate a strong vitality in the new situation.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G235

【引證文獻】

相關(guān)碩士學位論文 前1條

1 肖軻;唐人神集團飼料產(chǎn)品深度分銷研究[D];湘潭大學;2012年

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本文編號：2003154