中小学教辅图书市场营销研究
发布时间：2019-05-14 18:26
【摘要】：近几年来,随着我国教育体制改革的逐渐深入、教辅市场准入门槛的降低,教辅图书的发行方式从教育部门统一向新华书店征购和系统发行的方式转向市场化,民营书商、“盗版书商”异军突起,市场竞争加剧。由于缺少有效的管理手段,教辅图书市场逐渐陷入混战。 本文通过对目前我国中小学教辅图书市场现状及市场环境的分析,列出教辅图书市场营销的种种问题及现实困难,指出阻碍教辅图书市场健康发展的症结所在,提出渠道建设是教辅图书市场营销的生命线,打造教辅品牌就是打造出版企业的核心竞争力,数字出版是教辅图书出版的新契机。
[Abstract]:In recent years, with the gradual deepening of the reform of China's education system and the reduction of the threshold for access to the market, the distribution of teaching-assisted books has changed from the unified way of education departments to Xinhua Bookstore to the way of purchasing and systematic distribution, and private booksellers. Pirated booksellers have emerged and market competition has intensified. Due to the lack of effective management means, the teaching auxiliary book market is gradually mired in scuffle. Based on the analysis of the present situation and market environment of the teaching auxiliary book market in primary and secondary schools in China, this paper lists all kinds of problems and practical difficulties in the marketing of the teaching auxiliary book market, and points out the crux of hindering the healthy development of the teaching auxiliary book market. It is pointed out that channel construction is the lifeline of teaching auxiliary book marketing, building teaching auxiliary brand is to build the core competitiveness of publishing enterprises, and digital publishing is a new opportunity for teaching auxiliary book publishing.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235
本文编号：2476946
[Abstract]:In recent years, with the gradual deepening of the reform of China's education system and the reduction of the threshold for access to the market, the distribution of teaching-assisted books has changed from the unified way of education departments to Xinhua Bookstore to the way of purchasing and systematic distribution, and private booksellers. Pirated booksellers have emerged and market competition has intensified. Due to the lack of effective management means, the teaching auxiliary book market is gradually mired in scuffle. Based on the analysis of the present situation and market environment of the teaching auxiliary book market in primary and secondary schools in China, this paper lists all kinds of problems and practical difficulties in the marketing of the teaching auxiliary book market, and points out the crux of hindering the healthy development of the teaching auxiliary book market. It is pointed out that channel construction is the lifeline of teaching auxiliary book marketing, building teaching auxiliary brand is to build the core competitiveness of publishing enterprises, and digital publishing is a new opportunity for teaching auxiliary book publishing.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235
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