F市新华书店有限责任公司市场营销策略研究

发布时间：2018-05-24 16:53

本文选题：新华书店 + 图书发行　；参考：《河北大学》2015年硕士论文

【摘要】：新华书店作为我国图书发行的重要渠道,目前的发展面临许多挑战。随着信息技术和通信技术的不断快速发展,电子书、手机阅读,改变了传统的阅读方式,网络书店压缩了行业的利润。F市新华书店有限责任公司作为市级新华书店,在复杂多变的外部环境中,面对激烈的市场竞争,也必须研究并选择合理的营销策略。本文旨在分析F市新华书店营销面临的外部宏观环境和行业形势,以及企业内部的营销现状及问题,在借鉴他人研究分析的基础之上,探讨在当前形势下可采取的营销策略。本文首先简述了研究市场营销的相关理论,进而分析F市新华书店营销处于的宏观环境,以及F市新华书店营销处于的微观环境。之后分析了F市新华书店的营销现状及主要问题,并结合外部存在的机会、威胁,企业内部的优势与劣势,应用SWOT矩阵进行分析。结合F市新华书店的市场定位,运用4P营销理论,提出F市新华书店的产品与服务策略、价格策略、渠道策略、整合营销传播策略建议,并提出了强化营销保障的策略。本文对F市新华书店的营销策略及其保障措施展开研究的结论,可以使F市新华书店在参与市场竞争时,在营销活动的实施方面有所参考与借鉴,同时对我国的类似图书发行企业也有一定的参考价值。
[Abstract]:As an important channel of book distribution in China, Xinhua Bookstore is facing many challenges at present. With the rapid development of information technology and communication technology, e-books and mobile phones have changed the traditional way of reading. Network bookstores have compressed the profits of the industry. F City Xinhua Bookstore Co., Ltd., as a city-level Xinhua Bookstore. In the complex and changeable external environment, in the face of fierce market competition, we must also study and choose reasonable marketing strategies. The purpose of this paper is to analyze the external macro environment and industry situation of Xinhua Bookstore Marketing in F City, as well as the marketing situation and problems within the enterprise. Based on the research and analysis of others, this paper discusses the marketing strategies that can be adopted under the current situation. Firstly, this paper briefly introduces the relevant theories of marketing, and then analyzes the macro environment of Xinhua Bookstore Marketing in F City and the micro environment of Xinhua Bookstore Marketing in F City. Then it analyzes the marketing status and main problems of Xinhua Bookstore in F city, and applies SWOT matrix to analyze the external opportunities, threats, strengths and weaknesses of enterprises. Combined with the market orientation of Xinhua Bookstore in F city, using 4P marketing theory, this paper puts forward the product and service strategy, price strategy, channel strategy, integrated marketing communication strategy suggestion of Xinhua Bookstore in F City, and puts forward the strategy of strengthening marketing guarantee. In this paper, the conclusion of the research on the marketing strategy and safeguard measures of Xinhua Bookstore in F City can be used for reference in the implementation of marketing activities when Xinhua Bookstore in F city participates in market competition. At the same time, similar book distribution enterprises in China also have a certain reference value.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G239.23-F;F274

【相似文献】