我国近三年职场类图书读者市场研究

发布时间：2018-10-23 13:22

【摘要】：职场类图书的读者市场受经济情况、职场环境、就业人口等变化影响较大,具有较大的时代性和不确定性。近些年来,由于经济、就业人口等因素的影响,职场类图书读者市场呈现了新的特点。首先,经济危机引起的就业压力增加,使得在职人员及相关人员对职场类图书的需求增大;其次,职场类图书读者市场总量逐年增大;第三,职场类图书读者市场构成结构在发生变化,如总体文化水平不断提高,性别比例趋于均衡,到2010年,在职女性比例达到46.3%;第四,职场类图书读者需求多样化;等。这些新特点的出现将影响职场类图书的发展。本论文在认真调研和总结职场类图书读者市场的基本发展规律的基础上,并参考量化研究的相关理论,设计了近年来职场类图书读者市场研究调查问卷。利用科学统计软件工具包SPSS进行了问卷统计,并对调查结果进行了认真的分析。通过调查结果可以得出职场类图书读者市场的一些基本规律,如:职场类图书逐年走俏,但是目前读者对职场类图书的概念没有明确认识;集体读者对职场类图书的需求量很大,不同性质单位需求的职场类图书种类也不同;不同类群的读者对职场类图书的需求也不同,有的主要需求专业知识型图书,有的则对职场文化及职场规则类图书需求较大;大多数读者不喜欢参加职场类图书的促销活动,但是表示如果促销活动不影响自己正常生活,会考虑参与等等。在分析调查结果的基础上,论文还对职场类图书发展提出了几点思考:职场类图书在内容上要填补细分空白;要重视读者遇到的普遍问题;细分市场,精确定位;要充分利用网络媒体;要根据目标读者,准确定价;等。
[Abstract]:The readers' market of workplace books is greatly influenced by the changes of economic situation, workplace environment, employment population, etc., and has greater epoch and uncertainty. In recent years, due to economic, employment and other factors, the market of professional book readers presents new characteristics. First, the employment pressure caused by the economic crisis is increasing, which makes the demand for the professional books increased; secondly, the market volume of the professional book readers increases year by year; third, The market structure of professional book readers is changing, for example, the overall cultural level is constantly improving, the gender ratio tends to be balanced, by 2010, the proportion of women in the workforce has reached 46.3; fourth, the needs of professional book readers are diversified; and so on. The emergence of these new features will affect the development of workplace books. On the basis of investigating and summarizing the basic development law of the professional book reader market and referring to the relevant theories of the quantitative research, this paper designs the questionnaire of the workplace book reader market research in recent years. The questionnaire is collected by SPSS, and the results are analyzed carefully. Through the results of the survey, we can get some basic laws of the market of professional book readers, such as: the popularity of workplace books year by year, but at present readers do not have a clear understanding of the concept of workplace books; Collective readers have a great demand for workplace books, and different types of workplace books are required by different units. Readers from different groups also have different needs for workplace books, some of which mainly require professional and knowledge-based books. Most readers do not like to participate in the promotion of workplace books, but said that if the promotion activities do not affect their normal life, they will consider participation and so on. On the basis of analyzing the results of the investigation, the paper also puts forward some thoughts on the development of workplace books: the content of workplace books should be filled in the gap of subdivision, attention should be paid to the common problems encountered by readers, market segmentation, accurate positioning; To make full use of network media; to target readers, accurate pricing; etc.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C913.2

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