广西民族出版社教辅类图书市场营销策略研究
发布时间：2019-05-19 22:25
【摘要】：近几年来,随着我国文化体制改革进程的不断深入,我国出版行业发生了巨大的变化,一大批出版社核销事业编制转制为企业。出版社转企改制后,图书发行工作受到的影响最大。在这场转体改制的革新中,传统的图书营销模式由于销售方法单调和缺乏创造性,已经不能适应和满足当今各出版单位发展的需要。因此,深入研究并设计出全新的融入当代最新营销方法和理念的图书营销模式已是迫在眉睫。本文以广西民族出版社出版的教辅类图书为研究对象,通过对广西民族出版社出版的教辅类图书的特点与营销现状进行考察、对该类图书营销的外部环境和内部环境进行研究,分析该类图书在营销过程中存在的问题及产生问题的原因,从而为广西民族出版社的教辅类图书的营销制定包括市场细分、目标市场选择、市场定位、产品策略、价格策略、渠道策略、促销策略等在内的营销策略。同时还对新的营销策略的实施将会出现的问题进行了充分的考虑,制定了相应的解决方案,使广西民族出版社的行业竞争力、品牌知名度得到提升,经济效益、社会效益得到提高。
[Abstract]:In recent years, with the deepening of the reform of China's cultural system, great changes have taken place in the publishing industry in China, and a large number of publishing houses have been transformed into enterprises. After the transformation of publishing houses into enterprises, the book distribution work is the most affected. In this reform, the traditional book marketing model can no longer meet the needs of the development of publishing units because of the monotonous and lack of creativity in the sales method. Therefore, it is urgent to deeply study and design a new book marketing model which integrates the latest contemporary marketing methods and concepts. In this paper, the teaching auxiliary books published by Guangxi ethnic Publishing House are taken as the research object, and the external and internal environment of the marketing of this kind of books is studied by investigating the characteristics and marketing status of the teaching auxiliary books published by Guangxi ethnic Publishing House. This paper analyzes the problems existing in the marketing process of this kind of books and the causes of the problems, so as to formulate the marketing of teaching auxiliary books in Guangxi ethnic Publishing House, including market segmentation, target market selection, market positioning, product strategy and price strategy. Marketing strategy, such as channel strategy, promotion strategy and so on. At the same time, it also fully considers the problems that will arise in the implementation of the new marketing strategy, and formulates the corresponding solutions, so that the industry competitiveness, brand awareness and economic benefits of Guangxi ethnic Publishing House can be enhanced. Social benefits have been improved.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F
本文编号：2481116
[Abstract]:In recent years, with the deepening of the reform of China's cultural system, great changes have taken place in the publishing industry in China, and a large number of publishing houses have been transformed into enterprises. After the transformation of publishing houses into enterprises, the book distribution work is the most affected. In this reform, the traditional book marketing model can no longer meet the needs of the development of publishing units because of the monotonous and lack of creativity in the sales method. Therefore, it is urgent to deeply study and design a new book marketing model which integrates the latest contemporary marketing methods and concepts. In this paper, the teaching auxiliary books published by Guangxi ethnic Publishing House are taken as the research object, and the external and internal environment of the marketing of this kind of books is studied by investigating the characteristics and marketing status of the teaching auxiliary books published by Guangxi ethnic Publishing House. This paper analyzes the problems existing in the marketing process of this kind of books and the causes of the problems, so as to formulate the marketing of teaching auxiliary books in Guangxi ethnic Publishing House, including market segmentation, target market selection, market positioning, product strategy and price strategy. Marketing strategy, such as channel strategy, promotion strategy and so on. At the same time, it also fully considers the problems that will arise in the implementation of the new marketing strategy, and formulates the corresponding solutions, so that the industry competitiveness, brand awareness and economic benefits of Guangxi ethnic Publishing House can be enhanced. Social benefits have been improved.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F
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