数字时代小众图书营销策略研究

发布时间：2018-01-09 23:18

本文关键词：数字时代小众图书营销策略研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：21世纪作为数字时代,数字技术得到了很快的发展。数字技术的发展给出版领域带来了很大的改变,方便快捷的电子阅读方式得到了广大群众的喜欢。而且在数字时代,在科学技术迅速发展,在市场精细分化严重和受众越来越追求个性化的大背景下,小众图书的发展具有了重大的潜力。目前,小众图书已经成为图书市场的重要组成部分,在数字时代的大潮流中,小众图书的产品、渠道、销售等营销环节也受到了直接的冲击,不利于小众图书的全面发展。本文将小众图书的营销置身于数字时代这个大背景中,对小众图书营销中面临的问题进行整理,从而运用4P理论对小众图书营销中的问题进行针对性的解决,为小众图书的发展提供理论性依据,不断优化小众图书的内容、渠道,以便小众的营销策略能更好的适应数字时代的发展需要。数字时代的到来,市场精细分化越发严重,人们也越来越注重多元化和个性化的需求,从某种程度上说,小众图书的存在正好满足了人们的这种需求。但数字时代的到来,也意味着图书出版营销方面将会产生一定的变革,小众图书也不例外,数字时代或许更能达到小众图书的精准营销的目的。本文通过研究小众图书在数字时代的冲击下所面临的问题,从而提出相对应的解决方法,完善小众图书的营销策略,从而使小众图书能够更好的发展。
[Abstract]:In twenty-first Century, as the digital era, digital technology has been developing rapidly. The development of digital technology has brought great changes to the field of electronic publishing, reading convenience by love of the masses. But in the digital era, the rapid development in science and technology, the background in the market and the audience is more and more serious fine differentiation pursuit the development of personalized, small public library has significant potential. At present, the minority has become an important part of the book market, a major trend in the digital age, the minority products, sales channels, marketing has a direct impact, is not conducive to the all-round development of minority books. This paper will be a niche the book marketing in the digital era in the background, on the face book marketing minority problems in the finishing, thus using the 4P theory of niche book marketing problems Solve, provide a theoretical basis for the development of small books, constantly optimize the small public library content, channels, to niche marketing strategy can better meet the needs of the development of the digital age. The advent of the digital age, fine market differentiation is more and more serious, people pay more and more attention to diversified and personalized needs, from to some extent, the existence of minority books just to meet the needs of the people. But the advent of the digital age, also means that the publishing marketing will have a certain change, the minority is no exception, the digital age perhaps can achieve more accurate marketing book minority purpose. Through the study of the small public library in the digital age under the impact of the problems faced, and puts forward corresponding solutions, improve the minority marketing strategy, so that the minority can develop better.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G235-F

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