我国教辅图书市场现行深度分销模式研究

发布时间：2018-06-10 12:01

本文选题：深度分销 + 教辅图书市场　；参考：《吉林大学》2010年硕士论文

【摘要】： 本文主要运用图书营销学和营销渠道管理等学科的相关理论和比较分析的研究方法,针对我国教辅图书市场深度分销这一营销模式的发展现状,剖析中国教辅图书市场的发展与运行中存在的问题,论证深度分销在当前教辅类图书市场运行中仍有积极意义和继续深化操作的必要性。通过深度分销这一营销模式在其他行业里如何操作的比较运用,结合教辅图书市场的自身特点,提出深度分销在我国教育制度改革和多变的市场环境中走出困境的对策,为推动深度分销模式的进一步发展,以及各参与教辅图书市场竞争的出版商提供一定的理论依据和实践经验。全书一共分为六章: 第一章为绪论,对本文的选题背景、意义和研究范围做了一个简要的介绍。第二章为深度分销模式的相关概念和组织特征,它对深度分销的基本概念、基本思想和内涵、实现条件和优势进行了简要阐述,便于了解本文读者对深度分销理论有一个清晰的背景了解。第三章对教辅图书市场深度分销模式的现状进行了分析。第四章从教辅图书产品、图书市场的内外部环境和深度分销模式本身等方面介绍了当前教辅图书市场中深度分销模式遇到的各种困境。第五章从产品出发、从改善教辅图书市场内外部环境和深化运用深度分销模式等方面指出了走出当前教辅图书市场困境的出路。第六章的主要结论对教辅图书市场中深度分销模式的运用进行了一个总结,强调深度分销需要优化渠道、细化分工并深化精细操作,并指出营销模式的运用都不是一成不变的,深度分销模式的实质也必须与时俱进才能在新形势下焕发出强大的生命力。
[Abstract]:This paper mainly uses the relevant theories and comparative analysis methods of books marketing and marketing channel management, aiming at the development of the marketing mode of deep distribution of teaching auxiliary books in China. This paper analyzes the problems existing in the development and operation of the teaching assistant book market in China, and proves that the deep distribution still has positive significance in the current teaching auxiliary book market operation and the necessity of deepening the operation. Through the comparative application of the marketing mode of deep distribution in other industries and combining with the characteristics of the teaching auxiliary book market, this paper puts forward the countermeasures of how to get rid of the predicament of the deep distribution in the educational system reform and the changeable market environment of our country. In order to promote the further development of the deep distribution model and provide some theoretical basis and practical experience for the publishers participating in the competition of the teaching auxiliary book market, the book is divided into six chapters: the first chapter is the introduction, the background of this paper, The second chapter is about the related concepts and organizational characteristics of the deep distribution mode, which briefly describes the basic concepts, basic ideas and connotations, realization conditions and advantages of the deep distribution model. The third chapter analyzes the current situation of the deep distribution mode of the teaching assistant book market. The internal and external environment of the book market and the deep distribution mode itself have introduced the various difficulties encountered by the deep distribution mode in the teaching auxiliary book market. From the aspects of improving the internal and external environment of the teaching auxiliary book market and deepening the application of the deep distribution mode, this paper points out the way out of the predicament of the current teaching auxiliary book market. The main conclusions of the sixth chapter discuss the deep distribution mode in the teaching auxiliary book market. A summary of the application is made. It emphasizes that the deep distribution needs to optimize the channels, refine the division of labor and deepen the fine operation, and points out that the use of the marketing mode is not fixed, and the essence of the deep distribution mode must also keep pace with the times in order to radiate a strong vitality in the new situation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235

【引证文献】