HB出版社营销策略研究

发布时间：2018-05-11 14:11

本文选题：HB出版社 + 营销策略　；参考：《河北工业大学》2012年硕士论文

【摘要】：本文以HB出版社为研究对象，旨在设计其在当前条件下的营销策略，提升出版社经营业绩。论文按照“提出问题——分析问题——解决问题”的写作思路在开篇首先明确了HB出版社所处的市场行业背景及竞争压力，点出了该领域研究的时代紧迫性。其次分析了国内出版行业的整体营销环境，尔后通过介绍该HB出版社基本情况，分析其现有营销策略的优劣之处等途径对该社基本营销环境进行定位。最后从HB出版社、经销商、读者三者需求出发，，结合出版行业市场特点，分别从市场细分策略和营销组合策略两种角度对HB出版社营销策略进行了具体设计。其中在市场细分策略中，笔者通过制定市场细分标准、分析市场细分结构、设计市场细分实施方法三个步骤进行了详细阐述；在营销组合策略中，笔者通过产品策略、价格策略、渠道策略、促销策略四个分策略对HB出版社营销策略进行了具体指导。
[Abstract]:The purpose of this paper is to design the marketing strategy of HB Publishing House under the current conditions and to improve its business performance. At the beginning of the thesis, the background of market industry and the competitive pressure of HB publishing house are defined, and the urgency of the research in this field is pointed out. Secondly, it analyzes the overall marketing environment of the domestic publishing industry, and then analyzes the advantages and disadvantages of the existing marketing strategies by introducing the basic situation of the HB publishing house and positioning the basic marketing environment of the society. Finally, according to the demand of HB publishing house, dealer and reader, combining with the market characteristics of publishing industry, this paper designs the marketing strategy of HB publishing house from two aspects: market segmentation strategy and marketing combination strategy. In the strategy of market segmentation, the author expatiates on the three steps of setting up the standard of market segmentation, analyzing the structure of market segmentation and designing the implementation method of market segmentation. Price strategy, channel strategy, promotion strategy four sub-strategies to HB press marketing strategy specific guidance.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.22;F274

【参考文献】