【摘要】：職場(chǎng)類圖書的讀者市場(chǎng)受經(jīng)濟(jì)情況、職場(chǎng)環(huán)境、就業(yè)人口等變化影響較大,具有較大的時(shí)代性和不確定性。近些年來(lái),由于經(jīng)濟(jì)、就業(yè)人口等因素的影響,職場(chǎng)類圖書讀者市場(chǎng)呈現(xiàn)了新的特點(diǎn)。首先,經(jīng)濟(jì)危機(jī)引起的就業(yè)壓力增加,使得在職人員及相關(guān)人員對(duì)職場(chǎng)類圖書的需求增大;其次,職場(chǎng)類圖書讀者市場(chǎng)總量逐年增大;第三,職場(chǎng)類圖書讀者市場(chǎng)構(gòu)成結(jié)構(gòu)在發(fā)生變化,如總體文化水平不斷提高,性別比例趨于均衡,到2010年,在職女性比例達(dá)到46.3%;第四,職場(chǎng)類圖書讀者需求多樣化;等。這些新特點(diǎn)的出現(xiàn)將影響職場(chǎng)類圖書的發(fā)展。 本論文在認(rèn)真調(diào)研和總結(jié)職場(chǎng)類圖書讀者市場(chǎng)的基本發(fā)展規(guī)律的基礎(chǔ)上,并參考量化研究的相關(guān)理論,設(shè)計(jì)了近年來(lái)職場(chǎng)類圖書讀者市場(chǎng)研究調(diào)查問(wèn)卷。利用科學(xué)統(tǒng)計(jì)軟件工具包SPSS進(jìn)行了問(wèn)卷統(tǒng)計(jì),并對(duì)調(diào)查結(jié)果進(jìn)行了認(rèn)真的分析。通過(guò)調(diào)查結(jié)果可以得出職場(chǎng)類圖書讀者市場(chǎng)的一些基本規(guī)律,如:職場(chǎng)類圖書逐年走俏,但是目前讀者對(duì)職場(chǎng)類圖書的概念沒(méi)有明確認(rèn)識(shí);集體讀者對(duì)職場(chǎng)類圖書的需求量很大,不同性質(zhì)單位需求的職場(chǎng)類圖書種類也不同;不同類群的讀者對(duì)職場(chǎng)類圖書的需求也不同,有的主要需求專業(yè)知識(shí)型圖書,有的則對(duì)職場(chǎng)文化及職場(chǎng)規(guī)則類圖書需求較大;大多數(shù)讀者不喜歡參加職場(chǎng)類圖書的促銷活動(dòng),但是表示如果促銷活動(dòng)不影響自己正常生活,會(huì)考慮參與等等。在分析調(diào)查結(jié)果的基礎(chǔ)上,論文還對(duì)職場(chǎng)類圖書發(fā)展提出了幾點(diǎn)思考:職場(chǎng)類圖書在內(nèi)容上要填補(bǔ)細(xì)分空白;要重視讀者遇到的普遍問(wèn)題;細(xì)分市場(chǎng),精確定位;要充分利用網(wǎng)絡(luò)媒體;要根據(jù)目標(biāo)讀者,準(zhǔn)確定價(jià);等。
[Abstract]:The readers' market of workplace books is greatly influenced by the changes of economic situation, workplace environment, employment population, etc., and has greater epoch and uncertainty. In recent years, due to economic, employment and other factors, the market of professional book readers presents new characteristics. First, the employment pressure caused by the economic crisis is increasing, which makes the demand for the professional books increased; secondly, the market volume of the professional book readers increases year by year; third, The market structure of professional book readers is changing, for example, the overall cultural level is constantly improving, the gender ratio tends to be balanced, by 2010, the proportion of women in the workforce has reached 46.3; fourth, the needs of professional book readers are diversified; and so on. The emergence of these new features will affect the development of workplace books. On the basis of investigating and summarizing the basic development law of the professional book reader market and referring to the relevant theories of the quantitative research, this paper designs the questionnaire of the workplace book reader market research in recent years. The questionnaire is collected by SPSS, and the results are analyzed carefully. Through the results of the survey, we can get some basic laws of the market of professional book readers, such as: the popularity of workplace books year by year, but at present readers do not have a clear understanding of the concept of workplace books; Collective readers have a great demand for workplace books, and different types of workplace books are required by different units. Readers from different groups also have different needs for workplace books, some of which mainly require professional and knowledge-based books. Most readers do not like to participate in the promotion of workplace books, but said that if the promotion activities do not affect their normal life, they will consider participation and so on. On the basis of analyzing the results of the investigation, the paper also puts forward some thoughts on the development of workplace books: the content of workplace books should be filled in the gap of subdivision, attention should be paid to the common problems encountered by readers, market segmentation, accurate positioning; To make full use of network media; to target readers, accurate pricing; etc.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：C913.2

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