【摘要】：建筑業(yè)是國(guó)民經(jīng)濟(jì)的重要物質(zhì)生產(chǎn)部門(mén),它與整個(gè)國(guó)家經(jīng)濟(jì)的發(fā)展、人民生活的改善有著密切的關(guān)系。建筑類圖書(shū)作為圖書(shū)出版的重要組成部分,在知識(shí)的傳播中扮演著重要的角色。當(dāng)前市場(chǎng)經(jīng)濟(jì)中,我國(guó)建筑類圖書(shū)在滿足城市化建設(shè)對(duì)相應(yīng)知識(shí)的需求中,’如何順應(yīng)時(shí)勢(shì)良好地生存和發(fā)展,的確值得認(rèn)真思考。 本文以1978年至今的建筑類圖書(shū)及其發(fā)展為研究對(duì)象,對(duì)建筑類圖書(shū)從根據(jù)城市建設(shè)需求為培養(yǎng)建筑人才出版大批建筑課程教材到住房制度改革催生國(guó)外建筑理論書(shū)籍的引進(jìn),從建筑行業(yè)的規(guī)范化發(fā)展加深對(duì)建筑文化的推廣到城市化建設(shè)促使建筑類圖書(shū)的品種增多的變化過(guò)程進(jìn)行了詳細(xì)闡述。對(duì)建筑類圖書(shū)市場(chǎng)份額逐年攀升,圖書(shū)品種日漸增多,讀者定位呈現(xiàn)“小眾化”趨勢(shì),圖書(shū)出版擁有巨大發(fā)展?jié)摿Φ某霭娆F(xiàn)狀進(jìn)行分析得出我國(guó)建筑類圖書(shū)存在著選題同質(zhì)化傾向,圖書(shū)品種結(jié)構(gòu)失衡,營(yíng)銷策略相對(duì)滯后以及專業(yè)書(shū)店各自為政、缺少規(guī)范性等4個(gè)方面的問(wèn)題。 筆者按照出版流程從受眾、編輯活動(dòng)、市場(chǎng)和營(yíng)銷四個(gè)方面對(duì)建筑類圖書(shū)的發(fā)展進(jìn)行了分析并提出了4點(diǎn)建議。—是形成對(duì)建筑類圖書(shū)的普遍接受性：向大眾推行建筑文化圖書(shū),為建筑從業(yè)人員出版適銷對(duì)路的建筑類圖書(shū)；開(kāi)發(fā)少兒建筑知識(shí)圖書(shū),提高建筑生活類圖書(shū)品質(zhì)；實(shí)現(xiàn)建筑理論向應(yīng)用指導(dǎo)的轉(zhuǎn)變。二是提供建筑行業(yè)需要的確切內(nèi)容:編輯人員要樹(shù)立選題策劃的創(chuàng)新意識(shí),追求編輯制作的個(gè)性特征,還要提升編輯主體的綜合能力。三是以其核心競(jìng)爭(zhēng)力搶占大額市場(chǎng)：以高質(zhì)量?jī)?nèi)容形成市場(chǎng)陣勢(shì),以滿足大眾需求拓展市場(chǎng)領(lǐng)域,以圖書(shū)品牌形成市場(chǎng)影響力。四是建立具有競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷渠道：擺脫對(duì)政府機(jī)構(gòu)的依賴,培育營(yíng)銷意識(shí)；以建筑專業(yè)書(shū)店為基點(diǎn),拓展銷售渠道；加強(qiáng)宣傳推介,激活營(yíng)銷方式。
[Abstract]:The construction industry is an important material production department of the national economy, which is closely related to the development of the whole national economy and the improvement of the people's life. As an important part of book publishing, architectural books play an important role in the dissemination of knowledge. In the current market economy, in order to meet the needs of the construction of urbanization for the corresponding knowledge, 'how to survive and develop well in accordance with the times' is indeed worthy of serious consideration. Taking the architectural books and their development from 1978 to present as the research object, this paper focuses on the introduction of foreign architectural theory books, from publishing a large number of architectural course materials to the reform of housing system, from the development of architectural books in accordance with the needs of urban construction. From the standardization development of the construction industry, this paper expounds in detail the changing process of the popularization of architectural culture to the construction of urbanization, which promotes the increase of the variety of architectural books. The market share of architectural books is rising year by year, the variety of books is increasing day by day, and the orientation of readers presents the trend of "niche". Based on the analysis of the publishing situation with great development potential, it is concluded that the architectural books in our country have the tendency of homogeneity of topic selection, the imbalance of the variety structure of books, the relative lag of marketing strategies, and the individual actions of professional bookstores. Lack of normative and other four aspects of the problem. According to the publishing process, the author from the audience, editing activities, This paper analyzes the development of architectural books in four aspects of market and marketing, and puts forward four suggestions. To publish the marketable architectural books for the architectural practitioners; to develop the children's architectural knowledge books and to improve the quality of the architectural and life books; to realize the transformation of architectural theory to the application guidance. The second is to provide the exact content of the construction industry: editors should set up the innovative consciousness of topic selection and plan, pursue the individual characteristics of editing and make, and also enhance the comprehensive ability of the editorial subject. The third is to seize the large market with its core competitiveness: to form a market momentum with high quality content, to meet the needs of the public to expand the market field, and to form the market influence by the book brand. Fourth, establish the marketing channel with competitive advantage: get rid of the dependence on the government organization, cultivate the marketing consciousness; take the construction specialty bookstore as the basic point, expand the sales channel; strengthen the propaganda and promotion, activate the marketing way.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G237.5-F;TU-5

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉源;;國(guó)內(nèi)建筑期刊研究綜述[J];四川建筑科學(xué)研究;2012年03期

2 周?chē)?guó)清;;如何使暢銷水到渠成——從《世界是平的》看暢銷書(shū)運(yùn)作之道[J];編輯學(xué)刊;2007年05期

3 周勇劍;;淺議出版企業(yè)的社會(huì)責(zé)任[J];編輯學(xué)刊;2010年03期

4 張輝冠;改善中國(guó)出版文化的生態(tài)環(huán)境[J];編輯之友;2000年05期

5 易圖強(qiáng);“大出版”時(shí)代圖書(shū)選題策劃的新思路[J];編輯之友;2003年06期

6 黃若濤;從專業(yè)走向流行——建筑類圖書(shū)讀者需求情況分析[J];出版參考;2001年22期

7 章華榮;年年歲歲書(shū)相似,歲歲年年榜不同——解析2004年科技類圖書(shū)銷售排行[J];出版參考;2005年Z1期

8 白玉美;我國(guó)建筑類圖書(shū)出版的現(xiàn)狀及前景分析[J];出版發(fā)行研究;2001年09期

9 楊少彤;;建筑圖書(shū)零售市場(chǎng)走勢(shì)探究[J];出版發(fā)行研究;2009年11期

10 曹勝玫;建筑類圖書(shū)若干熱點(diǎn)透視及發(fā)展趨勢(shì)預(yù)測(cè)[J];大學(xué)出版;2001年04期

相關(guān)博士學(xué)位論文 前1條

1 袁琳;中國(guó)數(shù)字圖書(shū)消費(fèi)市場(chǎng)研究[D];上海大學(xué);2012年

，

本文編號(hào)：2269837