我国图书营销分类法行业标准的编制与实施研究

发布时间：2018-04-05 18:53

本文选题：图书营销　切入点：营销分类法　出处：《武汉大学》2010年博士论文

【摘要】： 当今世界,标准已成为企业和国家核心竞争力的基本技术要素,成为人类经济活动、社会生活等各领域所普遍遵守的技术规则。标准化作为一种技术制度,是管理和规范国民经济与社会发展的技术保障,在我国各项事业的建设与发展中发挥着越来越重要的作用。标准化工作对新闻出版行业的发展也起着重要的支撑和保障作用。作为出版发行企业图书营销管理的重要内容,图书营销分类工作具有重要的地位。而当前制约我国出版发行企业图书营销分类工作水平和质量提高的一个瓶颈就是缺乏一部通用性的图书营销分类法,出版发行企业大多“借用”图书馆分类法或自编适用于本企业的分类法来进行图书营销分类：而且分类工作中还存在不规范和管理粗放等问题。这不利于图书营销分类工作整体质量的提高,也不利于读者的图书消费和行业内图书营销信息的流通共享。新闻出版行业标准化工作的深入开展为编制、应用我国通用性图书营销分类法创造了条件。论文以作者参与的“出版物营销分类法标准编制”与“出版物营销分类法标准实施指南”项目研究为基础,对我国图书营销分类法行业标准的编制与实施进行了研究。全文共分为六个部分：第1章首先以标准化工作对我国新闻出版行业发展的重要意义为背景,提出用标准化方法解决我国图书出版发行业存在的通用性图书营销分类法缺失问题。然后介绍了论文的研究目的和研究方法。接着从理论研究和编制成果等角度对国内外近三十年来关于图书营销分类法的研究现状进行了综述。最后介绍论文的研究内容、研究思路。第2章对“图书营销分类法”及相关的“图书”、“图书营销分类”概念进行定义。第3章对我国图书营销分类的发展历程和现状进行分析。论文对我国古代、近现代以及新中国成立以来的图书营销(销售、发行)分类的发展历程进行了回顾；并结合参与项目研究过程中的调查活动,对当前我国出版发行企业图书营销分类的现状进行了分析。第4章在对我国图书营销分类进行历史回顾和现状分析的基础上,首先提出了编制、应用通用性图书营销分类法的研究课题,详细分析了其必要性。然后结合国内外通用性分类法的编制和应用实践,提出了三条通用性分类法编制、应用的基本路径,分析了其各自的优势和局限性,并就这三条基本路径在我国通用性图书营销分类法编制、应用中的现实性和可行性进行了分析,确定了以行业标准化作为实现我国通用性图书营销分类法编制、应用的基本路径并详细分析了这条路径的可行性。第5章探讨图书营销分类法行业标准的编制与实施的相关原理与方法。图书营销分类法行业标准的编制与实施应该符合标准本身的定位以及图书营销分类活动的特点,并遵循和运用相关的文献分类、商品分类和标准化活动的原理和方法。因此,论文定义了“图书营销分类法行业标准”的概念并进行了标准定位分析,并系统地分析了图书营销分类活动的构成、作用和特点,还深入文献分类学、营销学和标准化学,总结相关的原理与方法,并就这些原理方法和图书营销分类法行业标准编制与实施中的应用进行了探讨。第6章、第7章以作者参与编制和实施的《图书、音像制品、电子出版物营销分类法》行业标准为基础,运用第5章探讨的相关原理和方法,分析了我国营销分类法行业标准在编制和实施中的具体问题,包括编制过程中的原则和思路、分类大纲的制定、分类标记系统的设计、分类主表的设计、分类附表的设计、标准文本的设计以及实施过程中的原则和思路、营销分类标引规则、出版社上架建议的规范、书店实施标准的基本模式等。最后,在第8章“结语”中对论文研究工作进行总结,并展望了进一步研究的方向。
[Abstract]:In today's world, the standard has become the basic technical elements of enterprises and the core competitiveness of the country, become the human economic activities, technical rules generally comply with the various fields of social life. As a kind of technical standard system, is the management and standardize the technical support of the national economic and social development, plays a more and more important role in the construction of with the development of various undertakings in our country. Also plays an important role of support and security standardization work on the development of the news publishing industry.
As an important content of book publishing enterprises marketing management, book marketing classification plays an important role. A bottleneck restricting China's publishing enterprise level of book marketing classification and quality improvement is the lack of a universal book marketing classification, classification of publishing enterprises are to "borrow" Library Classification author for the enterprise to book marketing classification: and there are not standardized and extensive management and classification work. This is not conducive to the overall quality of book marketing classification work, is not conducive to the book marketing information reader book consumption within the industry and sharing. The news publishing industry standardization work in depth in order to carry out preparation, to create the conditions for application of China Universal book marketing classification.
Based on the research of "publication marketing classification standard compilation" and "publication marketing classification standard implementation guidelines", the author has studied the compilation and implementation of China's book marketing classification industry standard. The paper is divided into six parts.
The first chapter in the standardization work of China's press and publication industry development significance as the background, the universal book marketing classification problem for the standard solution of China's publishing industry. And then introduces the research purpose and research methods of this dissertation. Then from the theoretical study and compilation perspective for nearly thirty years at home and abroad research status of book marketing classification are reviewed. Finally, the research contents, research ideas.
The second chapter defines the "book marketing classification" and the related "books", "book marketing classification" concept.
The third chapter is the history and present situation of book marketing classification in China were analyzed. Based on the modern and ancient China, since the new China established book marketing (sales, issue) development of classification are reviewed; and combined with research projects in the process of the activities of the current status quo of China's Publishing classification of book marketing are analyzed.
The fourth chapter based on the history and current situation of the analysis of the classification of our book marketing, first proposed the establishment, research application of universal book marketing classification, analyzes its necessity. Then combined with the preparation and application of domestic and foreign common classification method, puts forward three universal classification method the basic path of preparation, application, analyzes their respective advantages and limitations, and the three basic paths in China Universal book marketing classification system, the feasibility and practical application were analyzed to determine the industry standard as the realization of China's universal book marketing classification system. The basic path of the application and a detailed analysis of the feasibility of this path.
The fifth chapter discusses the related principle and method of preparation and implementation of book marketing classification industry standard. Should the compilation and implementation of book marketing classification standards with the characteristics of standard positioning itself and book marketing classification activities, and follow and apply the relevant literature classification, principle and method of commodity classification and standardization activities. Therefore, this dissertation defines the concept of "book marketing classification industry standard" and the standard positioning analysis, and systematic analysis of the composition of the book marketing classification, function and characteristic, also in-depth literature classification, marketing and standardization, summarized the principle and method of correlation, and the application of these methods and principle of books marketing classification preparation industry standards and in the implementation are discussed.
The sixth chapter, the seventh chapter the author participated in the preparation and implementation of the "books, audio-visual products, electronic publications marketing classification > industry standard as the basis, using the related principle and method of the fifth chapter, analyzes the specific problems in China's marketing classification standards in the preparation and implementation of the principles and ideas, including the preparation process the outline of the design, classification, classification marking system design, classification of the main table, the design schedule, principles and ideas of the design and implementation of the standard text in the process of marketing, classification and indexing rules, press shelves recommended standard, standard implementation of the basic models of the bookstore.
Finally, the paper summarizes the research work in the eighth chapter, and looks forward to the direction of further research.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：G235-F

【引证文献】