青岛新华书店营销方式的转型路径探析

发布时间：2018-03-16 08:59

本文选题：新华书店　切入点：营销模式　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：新华书店作为国有的老字号文化企业,自1937年诞生之日以来,至今己有近80年的历史。在此期间,新华书店不断发展壮大。在我国计划经济像市场经济过渡的过程中,逐渐成为我国规模最大、覆盖面最广的国营书店,为加强我国文化软实力以及丰富国人的精神层次作出了显著的贡献。青岛市新华书店是青岛城市传媒股份有限公司下属的国有大型二类文化企业,主要经营包括中外文图书、教材、电子出版物、音像制品的批发零售和进出口。随着经济体制改革的深入发展和出版发行行业经营理念的转变,许多新华书店企业开始进行营销方式的探索与改变,我国新闻出版发行领域也正在经历一场革命,市场竞争现状急剧变化。青岛新华书店正面临着网上书店的兴起,买方市场萎缩,外资强势加入等诸多外界因素,使得新华书店的生存环境也面临着考验。此番状况下,新华书店迫切需要突破困境,探索出一条适合自身发展的转型之路。本文以青岛新华书店的营销方式的转型路径作为研究中心,首先对它过去的发展进行了概述,描述了它的经营现状,分析自身特色的同时,也指出了它自身在营销方面的不足。在此基础上,结合青岛新华书店集团在转变营销方式中的实践,对集团在新形势下进一步深化转型进行了多层次的思考,并提出了转型过程中的一些可行性、科学化的建议,以使企业更精准的找到自身的定位,明确未来的发展方向,在竞争中立于不败之地。
[Abstract]:Xinhua Bookstore, as a state-owned old cultural enterprise, has a history of nearly 80 years since its birth in 1937. During this period, Xinhua Bookstore has been growing and growing. In the process of transition from planned economy to market economy in China, It has gradually become the largest and most extensive state-owned bookstore in China. In order to strengthen the soft power of Chinese culture and enrich the spiritual level of Chinese people, Xinhua Bookstore in Qingdao is a large state-owned second-class cultural enterprise under Qingdao City Media Co., Ltd., which mainly manages books in Chinese and foreign languages. Teaching materials, electronic publications, audio and video products wholesale, retail, import and export. With the in-depth development of the economic system reform and the transformation of the business philosophy of the publishing and distribution industry, many Xinhua bookstore enterprises have begun to explore and change their marketing methods. The field of press and publication distribution in China is also undergoing a revolution, with the market competition changing dramatically. Qingdao Xinhua Bookstore is facing many external factors, such as the rise of online bookstores, the shrinking buyer's market, the strong participation of foreign capital, and so on. The living environment of Xinhua Bookstore is also facing a test. In this situation, Xinhua Bookstore urgently needs to break through the predicament. This paper takes the transformation path of Qingdao Xinhua Bookstore as the research center, firstly summarizes its past development and describes its management status. While analyzing its own characteristics, it also points out its own shortcomings in marketing. On this basis, combined with the practice of Qingdao Xinhua Bookstore Group in changing its marketing mode, Further deepening the transformation of the group in the new situation carried out multi-level thinking, and put forward some feasible and scientific suggestions in the process of transformation, in order to enable enterprises to find their own position more accurately, clear the direction of future development, Be invincible in the competition.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.23

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