【摘要】：目前,我國(guó)圖書(shū)分銷(xiāo)領(lǐng)域面臨著一系列的困境,如分銷(xiāo)成本過(guò)高、分銷(xiāo)信息無(wú)法共享、無(wú)序競(jìng)爭(zhēng)和惡性競(jìng)爭(zhēng)突出、圖書(shū)營(yíng)銷(xiāo)模式陳舊、圖書(shū)產(chǎn)業(yè)價(jià)值鏈斷裂等等。此外,隨著文化產(chǎn)業(yè)的逐步對(duì)外開(kāi)放,在國(guó)外具有一定成本優(yōu)勢(shì)的折扣書(shū)店、專(zhuān)業(yè)書(shū)店、連鎖書(shū)店以及讀者俱樂(lè)部等圖書(shū)分銷(xiāo)組織正在慢慢進(jìn)入中國(guó)圖書(shū)市場(chǎng),加劇國(guó)內(nèi)圖書(shū)市場(chǎng)的競(jìng)爭(zhēng),對(duì)我國(guó)傳統(tǒng)的圖書(shū)分銷(xiāo)渠道體系形成巨大的沖擊。出版社之間的競(jìng)爭(zhēng)越來(lái)越演變?yōu)榍赖母?jìng)爭(zhēng),有效的分銷(xiāo)渠道建設(shè)成為關(guān)系出版社生存發(fā)展的關(guān)鍵問(wèn)題。 另外,伴隨著出版數(shù)字化,圖書(shū)分銷(xiāo)渠道的數(shù)字化也正在展開(kāi)�；诰W(wǎng)絡(luò)的圖書(shū)分銷(xiāo)渠道的出現(xiàn),改變了傳統(tǒng)圖書(shū)分銷(xiāo)渠道的格局,打破了以往不同分銷(xiāo)渠道間相互分割的局面,深刻地影響著出版社的圖書(shū)分銷(xiāo)模式。 面對(duì)當(dāng)前圖書(shū)出版與分銷(xiāo)數(shù)字化的挑戰(zhàn)和機(jī)遇,如何利用信息技術(shù)、網(wǎng)絡(luò)技術(shù)實(shí)現(xiàn)分銷(xiāo)渠道間的信息共享,改變圖書(shū)分銷(xiāo)渠道體系的混亂局面,建立統(tǒng)一高效的圖書(shū)分銷(xiāo)模式,成為我國(guó)中小型出版社在數(shù)字化轉(zhuǎn)型時(shí)期需要探索的迫切課題。 基于現(xiàn)有中小型出版社分銷(xiāo)模式理論研究的特點(diǎn)與不足,本文提出的研究思路為：在數(shù)字化轉(zhuǎn)型的背景下,以信息技術(shù)、網(wǎng)絡(luò)技術(shù)為基礎(chǔ),結(jié)合中小型出版社圖書(shū)分銷(xiāo)實(shí)踐,借鑒渠道沖突與協(xié)調(diào)理論,以整體分銷(xiāo)理念,提出基于網(wǎng)絡(luò)分銷(xiāo)平臺(tái)的中小型出版社多渠道協(xié)同分銷(xiāo)模式,并分析其基礎(chǔ)架構(gòu)和運(yùn)行原則,試圖為中小型出版社在數(shù)字化轉(zhuǎn)型時(shí)期提高分銷(xiāo)效率,增加出版社效益,提供新的探索思路。
[Abstract]:At present, the field of book distribution in China is facing a series of difficulties, such as too high distribution cost, distribution information can not be shared, disorder competition and vicious competition prominent, book marketing model is old, book industry value chain break and so on. In addition, with the gradual opening of the cultural industry to the outside world, discount bookstores, professional bookstores, chain bookstores, reader clubs and other book distribution organizations with certain cost advantages abroad are slowly entering the Chinese book market. The competition of domestic book market is intensified, which has a great impact on the traditional book distribution channel system of our country. The competition among publishing houses is becoming more and more channel competition. Effective distribution channel construction has become the key problem for the survival and development of publishing houses. In addition, along with the publication digitization, the book distribution channel digitization is also unfolding. The appearance of book distribution channel based on network has changed the pattern of traditional book distribution channel, broken the situation that different distribution channels separated each other in the past, and deeply influenced the publishing house's book distribution mode. Facing the challenge and opportunity of digital book publishing and distribution, how to use information technology and network technology to realize information sharing among distribution channels, to change the chaotic situation of book distribution channel system, and to establish a unified and efficient book distribution mode. It has become an urgent task for medium and small publishing houses to explore in the period of digital transformation. Based on the characteristics and shortcomings of the existing theoretical research on the distribution mode of medium and small publishing houses, this paper puts forward the following research ideas: under the background of digital transformation, based on information technology and network technology, combined with the practice of book distribution of small and medium-sized publishing houses, Based on the theory of channel conflict and coordination, this paper puts forward the multi-channel cooperative distribution model of medium and small publishing houses based on network distribution platform, and analyzes its basic structure and operation principle. This paper attempts to provide new ideas for small and medium-sized publishing houses to improve distribution efficiency, increase publishing efficiency and provide new ideas in the period of digital transformation.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：F274;G239.22-F

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 羅芳;;基于物流視角的圖書(shū)分銷(xiāo)效率實(shí)證研究[J];物流技術(shù);2013年13期

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本文編號(hào)：2305372