發(fā)布時間：2018-01-16 06:06

  本文關(guān)鍵詞：我國少兒出版物消費行為調(diào)研　出處：《北京印刷學院》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 少兒出版物 消費者 讀者

【摘要】：少兒出版物發(fā)行不同于其他出版物的主要特點是消費者和讀者呈現(xiàn)分離狀態(tài)。消費者是出版物的購買者,往往是家長、教育者等成年人,而讀者其實是孩子。成年消費者作為連接出版方與少兒讀者的橋梁,是少兒出版市場中最為關(guān)鍵的角色。因此,想要真正地推廣少兒閱讀,打開少兒出版物的市場,必須真正了解少兒出版物消費者的角色構(gòu)成、消費心理、消費習慣、市場評價等。本論文立足于實際調(diào)研,按照少兒出版物完整的消費流程進行調(diào)查、統(tǒng)計、分析,發(fā)現(xiàn)成年人占有少兒出版物消費的絕對權(quán),消費者與讀者分離嚴重;消費者經(jīng)濟水平與教育水平是影響少兒閱讀的最關(guān)鍵因素;而消費渠道的差異主要表現(xiàn)在消費時間與消費群體,與出版物本身并不相關(guān);消費者面對少兒出版物主要受求實、求廉消費心理影響;盡管新媒體影響力擴展,少兒出版物消費者仍傾向于用傳統(tǒng)方式獲取新書資訊。
[Abstract]:Children's publication distribution is different from other publications, the main characteristic is that consumers and readers present a separate state. Consumers are the purchasers of publications, often parents, educators and other adults. Adult consumers, as a bridge between publishers and children's readers, are the most critical role in the children's publishing market. Therefore, we want to really promote children's reading. To open up the market of children's publications, we must really understand the role of children's publications consumers, consumer psychology, consumption habits, market evaluation and so on. According to the complete consumption process of children's publications, it is found that adults have the absolute right to consume children's publications, and the separation between consumers and readers is serious. Consumer economic level and education level are the most important factors affecting children's reading. The difference of consumption channel is mainly manifested in the consumption time and the consumer group, and is not related to the publication itself; Facing children's publications, consumers are mainly influenced by realistic and inexpensive consumption psychology. Despite the growing influence of new media, consumers of children's publications tend to access new books in traditional ways.
【學位授予單位】：北京印刷學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G239.2-F

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本文編號：1431838