【摘要】：近幾年來,隨著我國文化體制改革進(jìn)程的不斷深入,我國出版行業(yè)發(fā)生了巨大的變化,一大批出版社核銷事業(yè)編制轉(zhuǎn)制為企業(yè)。出版社轉(zhuǎn)企改制后,圖書發(fā)行工作受到的影響最大。在這場轉(zhuǎn)體改制的革新中,傳統(tǒng)的圖書營銷模式由于銷售方法單調(diào)和缺乏創(chuàng)造性,已經(jīng)不能適應(yīng)和滿足當(dāng)今各出版單位發(fā)展的需要。因此,深入研究并設(shè)計出全新的融入當(dāng)代最新營銷方法和理念的圖書營銷模式已是迫在眉睫。本文以廣西民族出版社出版的教輔類圖書為研究對象,通過對廣西民族出版社出版的教輔類圖書的特點與營銷現(xiàn)狀進(jìn)行考察、對該類圖書營銷的外部環(huán)境和內(nèi)部環(huán)境進(jìn)行研究,分析該類圖書在營銷過程中存在的問題及產(chǎn)生問題的原因,從而為廣西民族出版社的教輔類圖書的營銷制定包括市場細(xì)分、目標(biāo)市場選擇、市場定位、產(chǎn)品策略、價格策略、渠道策略、促銷策略等在內(nèi)的營銷策略。同時還對新的營銷策略的實施將會出現(xiàn)的問題進(jìn)行了充分的考慮,制定了相應(yīng)的解決方案,使廣西民族出版社的行業(yè)競爭力、品牌知名度得到提升,經(jīng)濟(jì)效益、社會效益得到提高。
[Abstract]:In recent years, with the deepening of the reform of China's cultural system, great changes have taken place in the publishing industry in China, and a large number of publishing houses have been transformed into enterprises. After the transformation of publishing houses into enterprises, the book distribution work is the most affected. In this reform, the traditional book marketing model can no longer meet the needs of the development of publishing units because of the monotonous and lack of creativity in the sales method. Therefore, it is urgent to deeply study and design a new book marketing model which integrates the latest contemporary marketing methods and concepts. In this paper, the teaching auxiliary books published by Guangxi ethnic Publishing House are taken as the research object, and the external and internal environment of the marketing of this kind of books is studied by investigating the characteristics and marketing status of the teaching auxiliary books published by Guangxi ethnic Publishing House. This paper analyzes the problems existing in the marketing process of this kind of books and the causes of the problems, so as to formulate the marketing of teaching auxiliary books in Guangxi ethnic Publishing House, including market segmentation, target market selection, market positioning, product strategy and price strategy. Marketing strategy, such as channel strategy, promotion strategy and so on. At the same time, it also fully considers the problems that will arise in the implementation of the new marketing strategy, and formulates the corresponding solutions, so that the industry competitiveness, brand awareness and economic benefits of Guangxi ethnic Publishing House can be enhanced. Social benefits have been improved.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G239.2-F

【參考文獻(xiàn)】

中國期刊全文數(shù)據(jù)庫 前10條

1 劉運來;;圖書市場營銷對書籍裝幀設(shè)計的啟示[J];新聞愛好者;2011年18期

2 蘭天;;有關(guān)圖書市場營銷策略的探討[J];中國商界(下半月);2010年04期

3 葉小娟;;透析圖書市場營銷策略[J];東南傳播;2009年01期

4 張志;;論民族出版業(yè)的圖書市場營銷環(huán)境[J];內(nèi)蒙古科技與經(jīng)濟(jì);2008年23期

5 劉再興;;營銷傳播的青銅年代——央視招標(biāo)啟幕年前后[J];市場觀察;2008年10期

6 韓慶祥;;營銷制勝的商業(yè)模式[J];銷售與市場;2008年28期

7 劉春雄;;營銷模式的演進(jìn)[J];銷售與市場;2008年28期

8 劉傳飛;;隱形渠道:無聲處有驚雷[J];銷售與市場;2008年27期

9 王宏彬;程小東;;新形勢下出版企業(yè)的圖書市場營銷策略[J];邊疆經(jīng)濟(jì)與文化;2008年06期

10 魏連;如何制定正確的圖書市場營銷策略[J];編輯學(xué)刊;2003年05期

，

本文編號：2481116