KX出版社销售渠道优化与评价

发布时间：2018-03-13 12:09

本文选题：项目管理　切入点：出版发行　出处：《中国科学院大学(工程管理与信息技术学院)》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,图书市场增长乏力,无序的竞争以及快速增长的运营成本使得很多书店经营困难。有数据显示,2007年以来,中国倒闭的民营书店有1万多家。很多出版企业坏账攀升,出版社越来越重视销售渠道的建设和管理。本论文主要分析目前图书销售渠道中存在的问题,并提出优化措施,通过建立模型对销售渠道进行评价,以促进出版企业能够健康发展。论文结合KX出版社销售工作的实际情况,结合出版社整体发展目标情况,提出了以“提高发货率、提高渠道效率、降低退货率”为销售渠道优化目标,并运用头脑风暴法、专家打分法、实证研究法、定性和定量相结合等,建立了渠道效率、渠道安全性、渠道能力、渠道增长性等综合的评价指标体系,并引入层次分析法建立对企业销售渠道的定量评价模型。KX出版社是国内大型综合类出版社,图书品种多,终端客户复杂、原有销售渠道覆盖面较大。KX出版社销售渠道中存在的问题及面临的环境具有一定的代表性,本文在对其现状问题进行全面分析的基础上,对其销售渠道进行优化,以提高其渠道效率,减低渠道风险,希望能对其他出版企业销售渠道优化和管理提供一定的借鉴。
[Abstract]:In recent years, the book market has lacklustre, disorderly competition and rapidly growing operating costs have made it difficult for many bookstores to operate. Data show that since 2007, more than 10,000 private bookstores have closed in China. Many publishing companies have seen bad debts climb. Publishing houses pay more and more attention to the construction and management of sales channels. In order to promote the healthy development of publishing enterprises, this paper combines the actual situation of the sales work of KX Publishing House and the overall development goal of the publishing house, and puts forward that "improve the delivery rate, improve the channel efficiency," Reducing the return rate "is the goal of optimizing the sales channel, and using the brainstorming method, expert scoring method, empirical research method, qualitative and quantitative analysis, etc., to establish the channel efficiency, channel safety, channel capability, etc. A comprehensive evaluation index system of channel growth, and a quantitative evaluation model for enterprise sales channels established by AHP. KX Publishing House is a large comprehensive publishing house in China, with a variety of books and complex end-customers. The problems existing in the original sales channel and the environment faced by KX Publishing House are representative. Based on the comprehensive analysis of the current situation, this paper optimizes the sales channel. In order to improve its channel efficiency and reduce channel risk, it is hoped that it can be used for reference for other publishing enterprises to optimize and manage their sales channels.
【学位授予单位】：中国科学院大学(工程管理与信息技术学院)
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G239.22-F

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