市場化背景下我國建筑類圖書的生存與發(fā)展之道
發(fā)布時間：2018-10-13 20:43
【摘要】：建筑業(yè)是國民經(jīng)濟的重要物質(zhì)生產(chǎn)部門,它與整個國家經(jīng)濟的發(fā)展、人民生活的改善有著密切的關系。建筑類圖書作為圖書出版的重要組成部分,在知識的傳播中扮演著重要的角色。當前市場經(jīng)濟中,我國建筑類圖書在滿足城市化建設對相應知識的需求中,’如何順應時勢良好地生存和發(fā)展,的確值得認真思考。 本文以1978年至今的建筑類圖書及其發(fā)展為研究對象,對建筑類圖書從根據(jù)城市建設需求為培養(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外建筑理論書籍的引進,從建筑行業(yè)的規(guī)范化發(fā)展加深對建筑文化的推廣到城市化建設促使建筑類圖書的品種增多的變化過程進行了詳細闡述。對建筑類圖書市場份額逐年攀升,圖書品種日漸增多,讀者定位呈現(xiàn)“小眾化”趨勢,圖書出版擁有巨大發(fā)展?jié)摿Φ某霭娆F(xiàn)狀進行分析得出我國建筑類圖書存在著選題同質(zhì)化傾向,圖書品種結(jié)構(gòu)失衡,營銷策略相對滯后以及專業(yè)書店各自為政、缺少規(guī)范性等4個方面的問題。 筆者按照出版流程從受眾、編輯活動、市場和營銷四個方面對建筑類圖書的發(fā)展進行了分析并提出了4點建議。—是形成對建筑類圖書的普遍接受性：向大眾推行建筑文化圖書,為建筑從業(yè)人員出版適銷對路的建筑類圖書；開發(fā)少兒建筑知識圖書,提高建筑生活類圖書品質(zhì)；實現(xiàn)建筑理論向應用指導的轉(zhuǎn)變。二是提供建筑行業(yè)需要的確切內(nèi)容:編輯人員要樹立選題策劃的創(chuàng)新意識,追求編輯制作的個性特征,還要提升編輯主體的綜合能力。三是以其核心競爭力搶占大額市場：以高質(zhì)量內(nèi)容形成市場陣勢,以滿足大眾需求拓展市場領域,以圖書品牌形成市場影響力。四是建立具有競爭優(yōu)勢的營銷渠道：擺脫對政府機構(gòu)的依賴,培育營銷意識；以建筑專業(yè)書店為基點,拓展銷售渠道；加強宣傳推介,激活營銷方式。
[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.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G237.5-F;TU-5
本文編號：2269837
[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.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G237.5-F;TU-5
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