大学出版社网络营销分析

发布时间：2018-06-04 00:51

本文选题：大学出版社 + 网络营销　；参考：《华中师范大学》2010年硕士论文

【摘要】： 网络成为现代社会文明的一种象征,几乎融入到了整个社会系统中,不论是政治生活,经济生活,还是文化生活,都与网相连。网络营销已然成为现代商业的经营理念和基本模式。出版业的发展,特别是在网络消费和电子阅读时代,更离不开网络营销。但就大学出版社的现状而言,网络营销还处于起步阶段。我们期待建立一个现代化的,以网络营销为中心,几乎所有的业务和活动都可以通过网络快捷高效运行的大学出版社。本文结合现代客户关系管理的相关理论,针对大学出版社这一特殊主体,阐释了网络营销的理念,界定了大学出版社的客户、营销价值、营销效益等核心概念；并在调查访问武汉地区四所大学出版社的基础上,分析了大学出版社的现状、特点和问题；并针对问题,提出了大学出版社网络营销的具体策略,包括组织策略、服务策略、品牌策略、宣传策略等；最后展望了大学出版社网络营销的趋势,以期对大学出版社网络营销的研究者和从业人员在理论上和实践上有所启迪。
[Abstract]:Network has become a symbol of modern social civilization, almost integrated into the whole social system, whether political life, economic life, or cultural life, are connected to the network. Network marketing has become the modern business philosophy and basic mode. The development of publishing industry, especially in the era of internet consumption and e-reading, can not do without network marketing. However, as far as the current situation of university publishing houses is concerned, network marketing is still in its infancy. We look forward to building a modern, online market-oriented university publishing house where almost all businesses and activities can run quickly and efficiently through the network. Based on the relevant theories of modern customer relationship management and the special subject of university publishing house, this paper explains the concept of network marketing, and defines the core concepts of customer, marketing value and marketing benefit of university publishing house. On the basis of investigating and visiting four university publishing houses in Wuhan, this paper analyzes the present situation, characteristics and problems of university publishing houses, and puts forward the specific strategies of network marketing of university publishing houses, including organization strategy and service strategy. Finally, the author looks forward to the trend of network marketing of university publishing houses, hoping to enlighten the researchers and practitioners of network marketing of university publishing houses in theory and practice.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235-F

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