图书出版企业营销风险管理研究

发布时间：2018-04-26 17:32

本文选题：出版企业 + 图书营销　；参考：《武汉理工大学》2010年硕士论文

【摘要】：在图书市场竞争激烈的今天,出版企业为了争夺更多的市场份额,实现经济效益和社会效益的双赢目标,选择合适的图书营销策略是其提高竞争优势,使其在激烈竞争中立于不败之地的重要手段。,但是,图书营销与其他商品营销一样,由于图书市场供求的不确定性和读者需求的多样性,风险成为了一种客观存在。同时出版企业在图书营销过程中,由于图书市场发育不健全,市场秩序不规范,市场环境的复杂性,出版企业管理粗放等因素,会给出版社的营销环节带来一定的阻力,再加之图书营销的多环节、多渠道,图书载体形式多样性,图书营销方式的多元化等,也使得图书营销风险比其他商品的营销更具特殊性。目前,尽管人们对各种各样的风险进行了大量的研究工作,但对出版企业图书营销的风险管理还未给予充分的重视,国内外有关出版企业图书营销风险方面的研究文献也不是很多。在出版行业,对图书营销风险的认识不足,在图书营销风险的识别上缺乏有效的方法；在图书营销风险的规避研究上,学者多从实际工作出发,针对具体风险提出对策,缺乏理论深度。在现实中,由于图书营销风险而造成的图书不能做到适销对路,造成图书库存的积压,图书市场竞争的不规范,如侵权、盗版、跟风现象的泛滥等问题日趋严重。随着出版改革的不断深入,特别是加入WTO之后,我国的出版企业要转变营销理念,提高企业管理水平,树立风险意识,实施风险规避措施等才能在激烈的市场竞争中有立足之地。因此,加强对出版企业图书营销风险的防范和规避是当今出版企业管理中一个迫切的课题,具有非常重要的现实意义。本文以图书营销学和营销风险管理的基本理论为指导,从我国当前出版企业的实际经营状况出发,运用要素分析法和SWOT分析法识别当前出版企业在图书营销过程中可能遇到的各种风险,从风险回避、风险降低、风险分摊、风险转移和风险自留这五个方面对图书营销风险的控制去分析,并对图书营销风险的防范与规避提出建设性意见,如建立风险管理机制、推进风险信息化管理、加强企业信息交流、掌握营销环境动态、注重市场调研、实行市场细分策略、营销渠道策略,利用传媒进行造势、加强出版社的自我借势等策略对图书营销风险进行规避。本文由以下四部分组成：第一部分为课题研究背景,主要涵盖营销与图书营销、营销风险与图书营销风险、营销风险管理与图书营销风险管理的研究现状,针对当前我国出版企业的图书营销存在的风险提出问题,确立本文研究内容和方法。第二部分,结合图书营销学和营销风险管理的相关理论知识,分析图书营销风险的成因、特性,总结当前图书营销过程中可能遇到的各种风险并给予分类。第三部分,利用企业风险管理的基本理论知识,运用要素分析法和SWOT分析法来对图书营销风险进行识别。对图书营销风险的控制从风险回避、风险降低、风险分摊、风险转移和风险自留这五个方面去分析。第四部分,结合出版企业经营现状,提出如建立风险管理机制、推进风险信息化管理、加强企业信息交流、掌握营销环境动态、注重市场调研、实行市场细分策略、营销渠道策略,利用传媒进行造势、加强出版社的自我借势等策略对图书营销风险进行规避。
[Abstract]:With the fierce competition in the book market today, the publishing enterprise has a win-win goal to compete for more market share and achieve economic and social benefits. The choice of appropriate book marketing strategy is an important means to improve its competitive advantage and make it invincible in the fierce competition. The risk has become an objective existence in the uncertainty of supply and demand of the book market and the diversity of readers' demand. At the same time, in the process of book marketing, the publishing enterprise will bring some factors to the marketing link of the publishing house because of the unsound development of the book market, the unstandardized market order, the complexity of the market environment and the rough management of the publishing enterprise. The resistance, as well as the multi link of book marketing, multi-channel, diversity of book carrier form, and the diversification of book marketing methods, make the risk of book marketing more special than the marketing of other goods.
At present, although a lot of research work has been done on all kinds of risks, the risk management of book marketing in publishing enterprises has not been given enough attention. There are not many research literatures on the risk of book marketing at home and abroad. In the publishing industry, the knowledge of book marketing risks is insufficient and the book marketing is in the market. There is a lack of effective methods for the identification of risk. In the study of the avoidance of the risk of book marketing, many scholars start from the actual work, put forward countermeasures against specific risks and lack theoretical depth. In reality, books caused by the risk of book marketing can not be marketable, the backlog of book stock and the unfair competition in the book market. With the deepening of the publishing reform, especially after the entry into WTO, the publishing enterprises in China need to change their marketing ideas, improve the management level, establish risk awareness and implement risk avoidance measures in the fierce market competition. The prevention and avoidance of book marketing risks in publishing enterprises is an urgent topic in the management of publishing enterprises. It has very important practical significance.
Based on the basic theory of book marketing and marketing risk management, this paper, starting from the actual operating conditions of the current publishing enterprises in China, uses factor analysis and SWOT analysis to identify various risks that the current publishing enterprises may encounter in the process of book marketing, from risk avoidance, risk reduction, risk sharing, risk transfer and wind. The five aspects of risk retention are analyzed in the control of the risk of book marketing, and some constructive suggestions are put forward for the prevention and avoidance of the risk of book marketing, such as establishing risk management mechanism, promoting the management of risk information, strengthening the information exchange of enterprises, mastering the dynamics of marketing environment, paying attention to the market research, implementing market subdivision strategy and marketing channel strategy. Using the strategy of media to strengthen the self borrowing of publishers and other strategies to avoid the risk of book marketing.
This article is composed of the following four parts:
The first part is the background of the research. It mainly covers marketing and book marketing, marketing risk and book marketing risk, marketing risk management and book marketing risk management. In the light of the current risk of book marketing in China's publishing enterprises, this paper establishes the content and methods of this study.
The second part, combining the related theoretical knowledge of book marketing and marketing risk management, analyzes the causes and characteristics of the risk of book marketing, summarizes the possible risks and classifications in the current process of book marketing.
The third part, using the basic theoretical knowledge of enterprise risk management, uses factor analysis method and SWOT analysis method to identify the risk of book marketing. The control of the risk of book marketing is analyzed from five aspects: risk avoidance, risk reduction, risk sharing, risk transfer and risk retention.
In the fourth part, combined with the current situation of the publishing enterprise, it is proposed that such as establishing risk management mechanism, promoting risk information management, strengthening enterprise information exchange, grasping the dynamic of marketing environment, paying attention to market research, implementing market subdivision strategy, marketing channel strategy, making use of the media and strengthening the self borrowing strategy of the publishing house to book marketing. Risk is circumvented.

【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G231-F

【引证文献】