论图书营销中的数据分析

发布时间：2018-01-05 04:10

本文关键词：论图书营销中的数据分析　出处：《湖南师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：在出版产业结构不断调整、市场化程度日益加深、大型跨媒介传媒集团逐渐繁荣的宏观背景下,在互联网迅速发展、多媒体阅读设备种类不断丰富的技术条件下,图书营销作为图书出版的重要环节,要实现书业企业的社会价值与经济价值,满足读者的图书需求,就需要充分发挥数据的预测能力。图书营销中的数据分析,是将大量可用于指导图书营销决策的信息转换成可以量化的数据,挖掘数据之间的相互关系,以达到对图书营销进行预测的目的。图书营销中的数据分析对于提高书业企业的竞争力有着关键作用。研究首先从大数据背景出发,讨论数据分析对于书业企业核心竞争力、出版业发展和图书营销中数据分析理论研究的重要意义,并从三类研究人员、四个研究方面和现存问题着手对研究现状进行了归纳总结；其次讨论了图书营销数据分析的可控性、综合性、复杂性和高风险性等特点,强调了图书营销数据分析对于企业整体发展和企业图书营销工作的重要作用,分析了图书营销数据的基本类型和基本分析方法；再次,通过分析当前图书营销数据分析竞争情况和宏观环境,讨论了目前存在着缺乏对数据分析的科学认知,数据的利用率低,数据分析报告不完善,缺乏具有普遍适用性的图书营销数据分析决策模型等问题；最后,针对现存问题和行业情况提出了包括图书营销数据库的建立,数据的预处理方式,数据挖掘工具与基本方法以及数据分析报告的制作等流程的图书营销数据分析决策模型。主要研究方法为文献研究法、案例研究法和定性研究法。
[Abstract]:Under the macro background of the constant adjustment of publishing industry structure, the deepening of marketization and the prosperity of large cross-media media groups, the Internet is developing rapidly. With the variety of multimedia reading equipment constantly abundant, book marketing, as an important link of book publishing, should realize the social and economic value of the book industry enterprise and meet the readers' book demand. Data analysis in book marketing is to transform a large amount of information that can be used to guide book marketing decisions into quantifiable data and to mine the relationship between the data. In order to predict the book marketing, the data analysis in the book marketing plays a key role in improving the competitiveness of the book industry enterprises. The study first discusses the significance of data analysis to the core competitiveness of book industry, the development of publishing industry and the research of data analysis theory in book marketing from the background of big data, and discusses the significance of data analysis from three types of researchers. Four aspects of research and existing problems to begin to summarize the current situation of research; Secondly, this paper discusses the characteristics of book marketing data analysis, such as controllability, comprehensiveness, complexity and high risk, and emphasizes the important role of book marketing data analysis for the overall development of enterprises and the enterprise book marketing work. This paper analyzes the basic types and methods of book marketing data. Thirdly, through the analysis of the current book marketing data analysis competition situation and macro environment, discussed the current lack of scientific understanding of data analysis, data utilization rate is low, data analysis report is not perfect. Lack of general applicability of book marketing data analysis decision-making model and other issues; Finally, according to the existing problems and industry conditions, including the establishment of book marketing database, data preprocessing methods. Data mining tools and basic methods as well as the production of data analysis reports and other processes of book marketing data analysis decision-making model, the main research methods are literature research, case study and qualitative research.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G235-F

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