新华书店高校教材资源营销策略研究

发布时间：2018-04-30 22:37

本文选题：新华书店 + 高校教材　；参考：《中国海洋大学》2011年硕士论文

【摘要】：自上世纪九十年代以来，国家逐步放开高校教材市场，变计划经济时代各地新华书店统订统发模式为出版社直发、新华书店发行、民营书店发行、高校图书代办站发行等多种发行模式。这对新华书店高校教材业务提出新的课题和挑战。各地新华书店（新华发行集团）在认真分析形势的同时也采取相应的市场营销措施，力图挽回失去的市场份额，但并没有达到预期的效果。高校教材业务作为新华书店整体业务中的重要组成部分，历来是各地新华书店（新华发行集团）工作的重心和重点，是新华书店整体竞争力的集中体现。同时由于高校教材是连接出版社、新华书店、高等院校之间关系的实物载体，自然也成为不同领域的专家和学者研究的集中点。国外对于高校教材的理论研究是与其实践同步发展的，研究成果主要集中在大学书店和出版社直销上，并没有涉及国有书店教材发行和营销层面。国内学者分别从不同角度对高校教材进行研究，其重点放在高校教材传统市场营销和高校教材管理层面以及对国外实践案例的介绍上。但是对于从新华书店角度考虑利用高校教材资源价值这一资源营销模式进行运作以及能否应用于营销实践，尚没有学者研究。本文从资源的视角重新审视新华书店高校教材发行工作，对新华书店高校教材的资源属性进行了分析，从我国新华书店高校教材发行的环境分析和现状问题入手，认为高校教材涉猎多种资源，具有较高资源价值，可以作为一种资源进行营销，，并且结合资源营销的理念从品牌资源培育、上游出版资源整合、下游客户资源开发、信息资源匹配等多角度分别提出了新华书店高校教材资源营销的相关策略。本文在综合研究分析大量参考文献的基础上，采用经验总结法、多学科交叉分析法、文献研究法等多种方法进行理论和实践的探讨。本文总共分六个章节，第一章绪论主要介绍了本文的选题背景、研究目的和意义以及主要技术路线。第二章文献综述对相关理论进行了综述。第三章从高校教材环境与现状问题分析入手，对我国新华书店高校教材发行所处环境进行分析，进而分析高校教材发行的现状和问题。第四章提出新华书店高校教材资源营销并给出高效教材资源营销的定义，同时从高校教材资源属性出发提出了新华书店高校教材资源的定义和分类。第五章新华书店高校教材资源分析，对新华书店高校教材上游出版资源、下游客户资源、品牌资源等多种资源特征进行分析。第六章是新华书店高校教材资源营销策略，从新华书店品牌文化资源培育、上游图书资源整合、下游客户资源开发、上下游信息资源匹配等角度入手对高校教材资源营销策略进行了研究。第七章是结束语。
[Abstract]:Since the 1990s, the state has gradually opened up the teaching materials market of colleges and universities, changing the unified mode of publishing houses, Xinhua bookstores and private bookstores from the planned economy era to publishing houses, Xinhua bookstores and private bookstores. The university book agency station issues and so on many kinds of distribution pattern. This puts forward new subject and challenge to Xinhua Bookstore's college textbook business. Xinhua Bookstore (Xinhua Publishing Group) in the serious analysis of the situation at the same time to take corresponding marketing measures to try to recover the lost market share, but did not achieve the desired results. As an important part of the overall business of Xinhua Bookstore, the teaching material business of colleges and universities has always been the focus and focus of the work of Xinhua Bookstore (Xinhua Publishing Group), which is the concentrated embodiment of the overall competitiveness of Xinhua Bookstore. At the same time, college textbooks are the physical carriers of the relationship between publishing houses, Xinhua bookstores and institutions of higher learning, which naturally become the focus of experts and scholars in different fields. The theoretical research on college textbooks has been developed simultaneously with its practice in foreign countries. The research results mainly focus on university bookstores and direct marketing of publishing houses, and do not involve the distribution and marketing of textbooks in state-owned bookstores. The domestic scholars study the teaching materials from different angles, which focus on the traditional marketing of college textbooks and the management of university textbooks, as well as the introduction of foreign practical cases. However, there is no research on how to use the resource value of college textbooks to operate and whether it can be applied to the marketing practice from the perspective of Xinhua Bookstore. This paper reexamines the distribution of college textbooks in Xinhua Bookstore from the perspective of resources, analyzes the resource attributes of the textbooks in Xinhua Bookstore, and starts with the analysis of the environment and the current situation of the distribution of textbooks in Xinhua Bookstore in China. It is considered that the teaching materials of colleges and universities are of high resource value, which can be used as a kind of resource for marketing, and combine the concept of resource marketing from the cultivation of brand resources, the integration of upstream publishing resources, and the development of downstream customer resources. This paper puts forward the relevant strategies of the college textbook resources marketing in Xinhua Bookstore from different angles, such as information resource matching. On the basis of comprehensive research and analysis of a large number of references, this paper discusses the theory and practice by means of experience summarization method, multi-disciplinary cross-analysis method, literature research method and so on. This paper is divided into six chapters. The first chapter mainly introduces the background, purpose, significance and main technical route of this paper. The second chapter reviews the relevant theories. The third chapter starts with the analysis of the environment and current situation of teaching materials in colleges and universities, and then analyzes the present situation and problems of the distribution of teaching materials in colleges and universities in China. The fourth chapter puts forward the marketing of college textbook resources in Xinhua Bookstore and gives the definition of efficient textbook resources marketing. At the same time, it puts forward the definition and classification of college textbook resources in Xinhua Bookstore from the perspective of the attributes of university textbook resources. The fifth chapter analyzes the resources of Xinhua Bookstore, such as the upstream publishing resources, downstream customer resources, brand resources and so on. The sixth chapter is the marketing strategy of college textbook resources in Xinhua Bookstore, from the cultivation of brand cultural resources of Xinhua Bookstore, the integration of upstream book resources, and the development of downstream customer resources. This paper studies the marketing strategy of university textbook resources from the point of view of upstream and downstream information resource matching. The seventh chapter is the conclusion.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G235

【参考文献】