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

【摘要】： 本文主要運(yùn)用圖書營(yíng)銷學(xué)和營(yíng)銷渠道管理等學(xué)科的相關(guān)理論和比較分析的研究方法,針對(duì)我國(guó)教輔圖書市場(chǎng)深度分銷這一營(yíng)銷模式的發(fā)展現(xiàn)狀,剖析中國(guó)教輔圖書市場(chǎng)的發(fā)展與運(yùn)行中存在的問(wèn)題,論證深度分銷在當(dāng)前教輔類圖書市場(chǎng)運(yùn)行中仍有積極意義和繼續(xù)深化操作的必要性。通過(guò)深度分銷這一營(yíng)銷模式在其他行業(yè)里如何操作的比較運(yùn)用,結(jié)合教輔圖書市場(chǎng)的自身特點(diǎn),提出深度分銷在我國(guó)教育制度改革和多變的市場(chǎng)環(huán)境中走出困境的對(duì)策,為推動(dòng)深度分銷模式的進(jìn)一步發(fā)展,以及各參與教輔圖書市場(chǎng)競(jìng)爭(zhēng)的出版商提供一定的理論依據(jù)和實(shí)踐經(jīng)驗(yàn)。 全書一共分為六章: 第一章為緒論,對(duì)本文的選題背景、意義和研究范圍做了一個(gè)簡(jiǎn)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(duì)深度分銷的基本概念、基本思想和內(nèi)涵、實(shí)現(xiàn)條件和優(yōu)勢(shì)進(jìn)行了簡(jiǎn)要闡述,便于了解本文讀者對(duì)深度分銷理論有一個(gè)清晰的背景了解。 第三章對(duì)教輔圖書市場(chǎng)深度分銷模式的現(xiàn)狀進(jìn)行了分析。 第四章從教輔圖書產(chǎn)品、圖書市場(chǎng)的內(nèi)外部環(huán)境和深度分銷模式本身等方面介紹了當(dāng)前教輔圖書市場(chǎng)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(chǎng)內(nèi)外部環(huán)境和深化運(yùn)用深度分銷模式等方面指出了走出當(dāng)前教輔圖書市場(chǎng)困境的出路。 第六章的主要結(jié)論對(duì)教輔圖書市場(chǎng)中深度分銷模式的運(yùn)用進(jìn)行了一個(gè)總結(jié),強(qiáng)調(diào)深度分銷需要優(yōu)化渠道、細(xì)化分工并深化精細(xì)操作,并指出營(yíng)銷模式的運(yùn)用都不是一成不變的,深度分銷模式的實(shí)質(zhì)也必須與時(shí)俱進(jìn)才能在新形勢(shì)下煥發(fā)出強(qiáng)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G235

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

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

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本文編號(hào)：2003154