提升我国图书发行企业竞争力的营销策略研究

发布时间：2018-05-17 07:26

本文选题：图书发行企业 + 企业竞争力　；参考：《长春理工大学》2011年硕士论文

【摘要】：从美国高校开设Marketing课程算起,营销学已经走过了约一个世纪的历程了在这近一个世纪的发展中,营销学的内容在不断丰富,理论也越来越完善。不仅仅是各大企业在其生产管理中运用营销学解决各种问题,提升企业的竞争力,就算是事业单位、政府机关、管理机关都运用营销学的理论来指导自己的决策。我国的图书发行企业也不例外的在理论和实践中运用了营销学,提升企业的竞争力。本文首先介绍了论文的研究背景和研究意义等,然后对图书营销以及企业竞争力的相关理论做了详细阐述,并且具体的分析了两者的关系。在第三章具体研究了我国图书发行企业营销以及竞争力的发展现状和问题。本文在第四章中先对我国图书市场进行细分和目标市场的选择以及SWOT战略分析,对我国图书发行市场进行了营销战略的分析,然后分别从图书产品、图书定价、图书的分销和促销这四个方面详细地阐述了提升我国图书发行企业竞争力的营销策略。最后一章运用了前面几章所介绍的图书营销理论,具体地分析了“王牌单科”系列丛书的企业营销策略,为我国图书发行企业制定正确的营销策略,并为提升我国图书发行企业竞争力作参考。
[Abstract]:Since the introduction of Marketing course in American colleges and universities, marketing has gone through a century of course. In the development of this nearly a century, the content of marketing has been enriched and the theory has become more and more perfect. It is not only that the major enterprises use marketing to solve all kinds of problems and improve the competitiveness of enterprises, but also that institutions, government agencies and management agencies use the theory of marketing to guide their own decision-making. China's book distribution enterprises are no exception in the theory and practice of the use of marketing to enhance the competitiveness of enterprises. This paper first introduces the research background and significance of the paper, then makes a detailed description of the book marketing and enterprise competitiveness theory, and analyzes the relationship between the two in detail. In the third chapter, the author studies the current situation and problems of the marketing and competitiveness of book distribution enterprises in China. In the fourth chapter, the author analyzes the market segmentation, target market selection and SWOT strategy analysis of the book market in China, and then analyzes the marketing strategy of the book distribution market in China, and then analyzes the book pricing from the book products, book pricing. The distribution and promotion of books are discussed in detail to improve the competitiveness of book distribution enterprises in China. The last chapter makes use of the book marketing theory introduced in the previous chapters, and analyzes the enterprise marketing strategy of the series of "ace card single section" series in detail, and formulates the correct marketing strategy for the book issuing enterprises in our country. And in order to improve the competitiveness of Chinese book distribution enterprises for reference.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G235

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