基于网络分销平台的中小型出版社多渠道协同分销模式研究
发布时间：2018-11-02 07:40
【摘要】：目前,我国图书分销领域面临着一系列的困境,如分销成本过高、分销信息无法共享、无序竞争和恶性竞争突出、图书营销模式陈旧、图书产业价值链断裂等等。此外,随着文化产业的逐步对外开放,在国外具有一定成本优势的折扣书店、专业书店、连锁书店以及读者俱乐部等图书分销组织正在慢慢进入中国图书市场,加剧国内图书市场的竞争,对我国传统的图书分销渠道体系形成巨大的冲击。出版社之间的竞争越来越演变为渠道的竞争,有效的分销渠道建设成为关系出版社生存发展的关键问题。 另外,伴随着出版数字化,图书分销渠道的数字化也正在展开。基于网络的图书分销渠道的出现,改变了传统图书分销渠道的格局,打破了以往不同分销渠道间相互分割的局面,深刻地影响着出版社的图书分销模式。 面对当前图书出版与分销数字化的挑战和机遇,如何利用信息技术、网络技术实现分销渠道间的信息共享,改变图书分销渠道体系的混乱局面,建立统一高效的图书分销模式,成为我国中小型出版社在数字化转型时期需要探索的迫切课题。 基于现有中小型出版社分销模式理论研究的特点与不足,本文提出的研究思路为：在数字化转型的背景下,以信息技术、网络技术为基础,结合中小型出版社图书分销实践,借鉴渠道冲突与协调理论,以整体分销理念,提出基于网络分销平台的中小型出版社多渠道协同分销模式,并分析其基础架构和运行原则,试图为中小型出版社在数字化转型时期提高分销效率,增加出版社效益,提供新的探索思路。
[Abstract]:At present, the field of book distribution in China is facing a series of difficulties, such as too high distribution cost, distribution information can not be shared, disorder competition and vicious competition prominent, book marketing model is old, book industry value chain break and so on. In addition, with the gradual opening of the cultural industry to the outside world, discount bookstores, professional bookstores, chain bookstores, reader clubs and other book distribution organizations with certain cost advantages abroad are slowly entering the Chinese book market. The competition of domestic book market is intensified, which has a great impact on the traditional book distribution channel system of our country. The competition among publishing houses is becoming more and more channel competition. Effective distribution channel construction has become the key problem for the survival and development of publishing houses. In addition, along with the publication digitization, the book distribution channel digitization is also unfolding. The appearance of book distribution channel based on network has changed the pattern of traditional book distribution channel, broken the situation that different distribution channels separated each other in the past, and deeply influenced the publishing house's book distribution mode. Facing the challenge and opportunity of digital book publishing and distribution, how to use information technology and network technology to realize information sharing among distribution channels, to change the chaotic situation of book distribution channel system, and to establish a unified and efficient book distribution mode. It has become an urgent task for medium and small publishing houses to explore in the period of digital transformation. Based on the characteristics and shortcomings of the existing theoretical research on the distribution mode of medium and small publishing houses, this paper puts forward the following research ideas: under the background of digital transformation, based on information technology and network technology, combined with the practice of book distribution of small and medium-sized publishing houses, Based on the theory of channel conflict and coordination, this paper puts forward the multi-channel cooperative distribution model of medium and small publishing houses based on network distribution platform, and analyzes its basic structure and operation principle. This paper attempts to provide new ideas for small and medium-sized publishing houses to improve distribution efficiency, increase publishing efficiency and provide new ideas in the period of digital transformation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;G239.22-F
本文编号：2305372
[Abstract]:At present, the field of book distribution in China is facing a series of difficulties, such as too high distribution cost, distribution information can not be shared, disorder competition and vicious competition prominent, book marketing model is old, book industry value chain break and so on. In addition, with the gradual opening of the cultural industry to the outside world, discount bookstores, professional bookstores, chain bookstores, reader clubs and other book distribution organizations with certain cost advantages abroad are slowly entering the Chinese book market. The competition of domestic book market is intensified, which has a great impact on the traditional book distribution channel system of our country. The competition among publishing houses is becoming more and more channel competition. Effective distribution channel construction has become the key problem for the survival and development of publishing houses. In addition, along with the publication digitization, the book distribution channel digitization is also unfolding. The appearance of book distribution channel based on network has changed the pattern of traditional book distribution channel, broken the situation that different distribution channels separated each other in the past, and deeply influenced the publishing house's book distribution mode. Facing the challenge and opportunity of digital book publishing and distribution, how to use information technology and network technology to realize information sharing among distribution channels, to change the chaotic situation of book distribution channel system, and to establish a unified and efficient book distribution mode. It has become an urgent task for medium and small publishing houses to explore in the period of digital transformation. Based on the characteristics and shortcomings of the existing theoretical research on the distribution mode of medium and small publishing houses, this paper puts forward the following research ideas: under the background of digital transformation, based on information technology and network technology, combined with the practice of book distribution of small and medium-sized publishing houses, Based on the theory of channel conflict and coordination, this paper puts forward the multi-channel cooperative distribution model of medium and small publishing houses based on network distribution platform, and analyzes its basic structure and operation principle. This paper attempts to provide new ideas for small and medium-sized publishing houses to improve distribution efficiency, increase publishing efficiency and provide new ideas in the period of digital transformation.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;G239.22-F
【引证文献】
相关期刊论文 前1条
1 罗芳;;基于物流视角的图书分销效率实证研究[J];物流技术;2013年13期
，本文编号：2305372
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