出版社选择图书中介网络分销渠道的关键因素研究

发布时间：2018-06-07 22:43

本文选题：网络分销 + 中介网络　；参考：《浙江大学》2010年硕士论文

【摘要】： 根据目前网络分销存在的形式,本文将出版社图书网络分销分为两大类：出版社自建网站分销和中介网络分销。近年来, Internet和电子商务的飞速发展给出版社传统图书分销模式带来了很大的冲击,网络分销形式已经被出版社普遍接受和采用。但在网络分销中,目前大多数出版社自建网站竞争力低下,难以达到预期效果,还不能作为主要的网络分销模式,中介网络分销仍然是出版社目前主要依赖的网络分析渠道。但是国内目前的图书网络分销市场存在着被少数大型图书中介网络分销商垄断,而广大中小图书网络分销商竞争力不足的局面,出版社如何在选择图书中介网络分销渠道时,既确保自身话语权,同时获得高质量的服务也就显得尤为重要。基于管理者如何选择图书中介网络分销渠道这一问题,本文展开了研究。本文首先对国内外在网络分销渠道、图书网络分销渠道和出版社图书网络分销渠道的选择这三个方面的文献进行了研究和总结。初步提出了影响出版社选择中介网络分销渠道的八大因素：战略性、经济性、供应商、管理、技术、市场、竞争者和消费者。在此基础上,通过前期的访谈,对各个因素包含的变量进行了细化,最后分别得出影响出版社选择中介网络分销渠道的29个变量,进而得到初步的问卷量表。通过小范围的问卷调研后,对问卷中的一些细节进行了修正和补充,得到了最终的问卷。通过因子分析,对前面提出的模型和要素进行了修正和改进,并重新提出了研究假设,最后得出了出版社选择中介网络分销渠道的五大影响因素：渠道供应商、市场、效益、技术支持和无形利益。而通过方差分析,得出被试者本身的基本特征和出版社的基本特征都对关键因子存在一定的影响。最后,通过逐步回归分析,得出中介网络分销的关键因素有五个,按重要性排序为：效益、渠道供应商、市场、技术支持、无形利益。在实证分析的基础上,本文最后对出版社管理者给出了一些建议和意见,并对本文的不足进行了总结,对以后的研究方向进行了展望。
[Abstract]:According to the existing form of network distribution, this paper divides the publishing house book network distribution into two categories: publishing house self-built website distribution and intermediary network distribution. In recent years, the rapid development of Internet and electronic commerce has brought great impact to the traditional book distribution mode of publishing houses, and the network distribution form has been widely accepted and adopted by publishing houses. However, in the network distribution, the competitiveness of most publishers' self-built websites is low, it is difficult to achieve the expected results, and can not be used as the main network distribution mode. Intermediary network distribution is still the main network analysis channel that publishers rely on at present. However, at present, the domestic book network distribution market is monopolized by a small number of large-scale book intermediary network distributors, while the vast number of small and medium-sized book network distributors are not competitive enough. How do publishers choose the distribution channels of book intermediary networks? It is particularly important to ensure one's own right to speak and to obtain high-quality services at the same time. Based on the problem of how to choose the distribution channel of book intermediary network, this paper has carried out a study on the network distribution channel at home and abroad. The literature of book network distribution channel and publishing house network distribution channel is studied and summarized. This paper puts forward eight factors that influence publishers' choice of distribution channel of intermediary network: strategy, economy, supplier, management, technology, market, competitors and consumers. On this basis, through the previous interviews, the variables contained in each factor are refined, and 29 variables that affect the publishers' choice of distribution channels of intermediary networks are obtained respectively, and a preliminary questionnaire scale is obtained. After a small scale of questionnaire investigation, some details of the questionnaire are revised and supplemented, and the final questionnaire is obtained. Through factor analysis, this paper modifies and improves the model and factors mentioned above, and puts forward the research hypotheses again. Finally, five factors influencing the selection of distribution channel of intermediary network by publishing house are obtained: Channel supplier, market, benefit, etc. Technical support and intangible benefits. Through the analysis of variance, it is concluded that the basic characteristics of the subjects themselves and the publishing house have a certain influence on the key factors. Finally, through stepwise regression analysis, five key factors of intermediary network distribution are obtained, which are: benefit, channel supplier, market, technical support, intangible benefit. At the end of this paper, the author gives some suggestions and opinions to the manager of the publishing house, summarizes the deficiency of this paper, and looks forward to the research direction in the future.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235

【引证文献】