岳麓书社营销渠道策略研究

发布时间：2018-09-03 08:03

【摘要】：随着我国出版业的不断开放,出版物竞争日益激烈,这就要求我国出版企业加强对渠道的重视,科学设计渠道结构,建立顺畅的分销网络,把握终端市场。本文以岳麓书社为研究对象,分析渠道现状,研究渠道问题,应用市场营销的相关理论对其进行结构设计,旨在解决书社的渠道难题。本文做了如下工作:第一,整理了岳麓书社的背景资料,进行营销渠道环境分析及SWOT分析,指出其渠道存在的问题以及渠道设计的必要性。第二,分析营销渠道的影响因素,对比现实能力与SWOT分析模型确定的战略要求的差距,确定岳麓书社渠道改进目标。第三,依据渠道改进的目标和原则,提出了岳麓书社渠道改进设计方案。第四,为促使渠道改进方案的有效实施,需要加强岳麓书社营销渠道管理。最后,提出了岳麓书社渠道管理改进的保障措施。通过研究,本文发现岳麓书社应采取差异化战略,实施业务多元化经营。岳麓书社渠道影响特征为市场区域较集中,中间商、分销商供应能力有限,企业融资能力有限,组织制度陈旧,缺少综合素质的营销人才。岳麓书社渠道方案为调整组织结构,建设企业文化,巩固、增强营销队伍建设,扩充企业资本,并且辅以提升岳麓书社产品的附加值,改进岳麓书社的信息技术系统等措施,从而全面推进岳麓书社渠道升级。目前,我国出版行业中,类似于岳麓书社的企业很多,他们在渠道建设过程中也面临着和岳麓书社同样的问题,如何建立自身的营销渠道,形成竞争优势?本文的渠道改进建议,一方面,对于岳麓书社来说是一次综合性的思考,通过一定程度地实施本文所提出的营销渠道策略,能够帮助岳麓书社达到提高营销渠道效率,形成自身核心竞争力的目的;另一方面,也可以作为出版业同行的参考和借鉴。
[Abstract]:With the continuous opening of the publishing industry in our country, the publication competition is becoming increasingly fierce, which requires our publishing enterprises to pay more attention to the channel, scientifically design the channel structure, establish a smooth distribution network, and grasp the terminal market. This article takes Yuelu Book Company as the research object, analyzes the channel present situation, studies the channel question, carries on the structure design to it by applying the marketing correlation theory, in order to solve the channel difficult problem of the book club. This paper has done the following work: first, collate the background data of Yuelu Book Company, analyze the marketing channel environment and SWOT analysis, point out the existing problems of the channel and the necessity of channel design. Secondly, it analyzes the influencing factors of marketing channel, compares the gap between the realistic ability and the strategic requirement determined by SWOT analysis model, and determines the improvement target of Yuelu Book Club. Thirdly, according to the goal and principle of channel improvement, the paper puts forward the design scheme of channel improvement in Yuelu Book Society. Fourthly, in order to promote the effective implementation of the channel improvement scheme, it is necessary to strengthen the marketing channel management of Yuelu Book Society. Finally, the paper puts forward the safeguard measures to improve the channel management of Yuelu Book Club. Through research, this paper finds that Yuelu Book Company should adopt differentiation strategy and carry out diversified operation. The influence characteristics of Yuelu Book Club are the concentration of market area, the limited supply ability of middlemen and distributors, the limited financing ability of enterprises, the outmoded organizational system and the lack of marketing talents with comprehensive qualities. The channel scheme of Yuelu Book Club is to adjust the organizational structure, build up the enterprise culture, consolidate, strengthen the construction of marketing team, expand the capital of the enterprise, enhance the added value of Yuelu book club's products, and improve the information technology system of Yuelu Book Club, etc. So as to promote the Yuelu book club channel upgrade. At present, in the publishing industry of our country, there are many enterprises similar to Yuelu Book Club. They are also facing the same problems as Yuelu Book Club in the course of channel construction. How to establish their own marketing channels to form a competitive advantage? On the one hand, it is a comprehensive consideration for Yuelu Book Club. Through the implementation of the marketing channel strategy put forward in this paper, it can help Yuelu Book Club to improve the efficiency of marketing channel. On the other hand, it can be used as reference and reference of publishing industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.23-F

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