市场化背景下我国建筑类图书的生存与发展之道
发布时间：2018-10-13 20:43
【摘要】：建筑业是国民经济的重要物质生产部门,它与整个国家经济的发展、人民生活的改善有着密切的关系。建筑类图书作为图书出版的重要组成部分,在知识的传播中扮演着重要的角色。当前市场经济中,我国建筑类图书在满足城市化建设对相应知识的需求中,’如何顺应时势良好地生存和发展,的确值得认真思考。 本文以1978年至今的建筑类图书及其发展为研究对象,对建筑类图书从根据城市建设需求为培养建筑人才出版大批建筑课程教材到住房制度改革催生国外建筑理论书籍的引进,从建筑行业的规范化发展加深对建筑文化的推广到城市化建设促使建筑类图书的品种增多的变化过程进行了详细阐述。对建筑类图书市场份额逐年攀升,图书品种日渐增多,读者定位呈现“小众化”趋势,图书出版拥有巨大发展潜力的出版现状进行分析得出我国建筑类图书存在着选题同质化倾向,图书品种结构失衡,营销策略相对滞后以及专业书店各自为政、缺少规范性等4个方面的问题。 笔者按照出版流程从受众、编辑活动、市场和营销四个方面对建筑类图书的发展进行了分析并提出了4点建议。—是形成对建筑类图书的普遍接受性：向大众推行建筑文化图书,为建筑从业人员出版适销对路的建筑类图书；开发少儿建筑知识图书,提高建筑生活类图书品质；实现建筑理论向应用指导的转变。二是提供建筑行业需要的确切内容:编辑人员要树立选题策划的创新意识,追求编辑制作的个性特征,还要提升编辑主体的综合能力。三是以其核心竞争力抢占大额市场：以高质量内容形成市场阵势,以满足大众需求拓展市场领域,以图书品牌形成市场影响力。四是建立具有竞争优势的营销渠道：摆脱对政府机构的依赖,培育营销意识；以建筑专业书店为基点,拓展销售渠道；加强宣传推介,激活营销方式。
[Abstract]:The construction industry is an important material production department of the national economy, which is closely related to the development of the whole national economy and the improvement of the people's life. As an important part of book publishing, architectural books play an important role in the dissemination of knowledge. In the current market economy, in order to meet the needs of the construction of urbanization for the corresponding knowledge, 'how to survive and develop well in accordance with the times' is indeed worthy of serious consideration. Taking the architectural books and their development from 1978 to present as the research object, this paper focuses on the introduction of foreign architectural theory books, from publishing a large number of architectural course materials to the reform of housing system, from the development of architectural books in accordance with the needs of urban construction. From the standardization development of the construction industry, this paper expounds in detail the changing process of the popularization of architectural culture to the construction of urbanization, which promotes the increase of the variety of architectural books. The market share of architectural books is rising year by year, the variety of books is increasing day by day, and the orientation of readers presents the trend of "niche". Based on the analysis of the publishing situation with great development potential, it is concluded that the architectural books in our country have the tendency of homogeneity of topic selection, the imbalance of the variety structure of books, the relative lag of marketing strategies, and the individual actions of professional bookstores. Lack of normative and other four aspects of the problem. According to the publishing process, the author from the audience, editing activities, This paper analyzes the development of architectural books in four aspects of market and marketing, and puts forward four suggestions. To publish the marketable architectural books for the architectural practitioners; to develop the children's architectural knowledge books and to improve the quality of the architectural and life books; to realize the transformation of architectural theory to the application guidance. The second is to provide the exact content of the construction industry: editors should set up the innovative consciousness of topic selection and plan, pursue the individual characteristics of editing and make, and also enhance the comprehensive ability of the editorial subject. The third is to seize the large market with its core competitiveness: to form a market momentum with high quality content, to meet the needs of the public to expand the market field, and to form the market influence by the book brand. Fourth, establish the marketing channel with competitive advantage: get rid of the dependence on the government organization, cultivate the marketing consciousness; take the construction specialty bookstore as the basic point, expand the sales channel; strengthen the propaganda and promotion, activate the marketing way.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G237.5-F;TU-5
本文编号：2269837
[Abstract]:The construction industry is an important material production department of the national economy, which is closely related to the development of the whole national economy and the improvement of the people's life. As an important part of book publishing, architectural books play an important role in the dissemination of knowledge. In the current market economy, in order to meet the needs of the construction of urbanization for the corresponding knowledge, 'how to survive and develop well in accordance with the times' is indeed worthy of serious consideration. Taking the architectural books and their development from 1978 to present as the research object, this paper focuses on the introduction of foreign architectural theory books, from publishing a large number of architectural course materials to the reform of housing system, from the development of architectural books in accordance with the needs of urban construction. From the standardization development of the construction industry, this paper expounds in detail the changing process of the popularization of architectural culture to the construction of urbanization, which promotes the increase of the variety of architectural books. The market share of architectural books is rising year by year, the variety of books is increasing day by day, and the orientation of readers presents the trend of "niche". Based on the analysis of the publishing situation with great development potential, it is concluded that the architectural books in our country have the tendency of homogeneity of topic selection, the imbalance of the variety structure of books, the relative lag of marketing strategies, and the individual actions of professional bookstores. Lack of normative and other four aspects of the problem. According to the publishing process, the author from the audience, editing activities, This paper analyzes the development of architectural books in four aspects of market and marketing, and puts forward four suggestions. To publish the marketable architectural books for the architectural practitioners; to develop the children's architectural knowledge books and to improve the quality of the architectural and life books; to realize the transformation of architectural theory to the application guidance. The second is to provide the exact content of the construction industry: editors should set up the innovative consciousness of topic selection and plan, pursue the individual characteristics of editing and make, and also enhance the comprehensive ability of the editorial subject. The third is to seize the large market with its core competitiveness: to form a market momentum with high quality content, to meet the needs of the public to expand the market field, and to form the market influence by the book brand. Fourth, establish the marketing channel with competitive advantage: get rid of the dependence on the government organization, cultivate the marketing consciousness; take the construction specialty bookstore as the basic point, expand the sales channel; strengthen the propaganda and promotion, activate the marketing way.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G237.5-F;TU-5
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