数字时代商务印书馆营销策略研究

发布时间：2018-05-13 20:51

本文选题：商务印书馆 + 出版市场　；参考：《北京印刷学院》2017年硕士论文

【摘要】：目前,我国出版单位转企改制工作完成,大型出版集团成立,民营出版力量不容小觑,出版行业新技术出现,数字时代环境下出版企业面临的挑战不断升级,商务印书馆该如何应对挑战呢?本文以商务印书馆为研究对象,研究分析其采用的市场营销策略。首先运用PEST分析法和波特五力模型分析法分析了商务印书馆目前面对的宏观环境和行业环境,宏观环境包括政治环境、经济环境、社会环境、技术环境;行业环境有现有竞争者的威胁、新进入者的威胁、供应商的议价能力、买方的议价能力、替代产品的威胁。其次通过收集到的资料了解了商务印书馆的内部情况,如品牌力量、产品情况、组织机构。然后利用SWOT分析法,列举了商务印书馆的内部优劣势和面对的外部机会和威胁,接着通过产品策略、价格策略、渠道策略、促销策略分析商务印书馆现行的营销策略,最后结合掌握的商务印书馆的劣势和威胁,并根据实际情况,提出了未来在制定营销策略时能够作为参考的建议。本文认为老牌出版社更要有居安思危的意识,作为百年老店的商务印书馆,需要不断创新,继续用高品质的产品获得市场和消费者的信赖和认可。
[Abstract]:At present, the transformation of Chinese publishing units into enterprises has been completed, large publishing groups have been established, private publishing forces should not be underestimated, new technologies in the publishing industry have emerged, and the challenges faced by publishing enterprises in the digital age have been constantly upgraded. How should the business press deal with the challenge? This article takes the commercial press as the research object, studies and analyzes its adopted marketing strategy. Firstly, using PEST analysis method and Porter's five-force model analysis method, this paper analyzes the macroscopic environment and the industry environment which the commercial press is facing at present, the macroscopic environment includes the political environment, the economic environment, the social environment, the technical environment; The industry environment is threatened by existing competitors, new entrants, suppliers' bargaining power, buyer's bargaining power, and alternative products. Secondly, through the collection of information to understand the internal situation of the business press, such as brand strength, product situation, organization. Then, by using SWOT analysis, the author lists the internal advantages and disadvantages and the external opportunities and threats faced by the commercial press, and then analyzes the current marketing strategies of the commercial press through product strategy, price strategy, channel strategy and promotion strategy. Finally, combined with the disadvantages and threats of the business press, and according to the actual situation, the paper puts forward some suggestions for future marketing strategies. This article thinks that the old publishing house should have the consciousness of raising vigilance, as the business press of the century-old store, it is necessary to innovate constantly and continue to obtain the trust and approval of the market and the consumer with the high quality products.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2-F

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