媒体融合背景下独立书店的营销策略研究

发布时间：2018-01-07 02:09

本文关键词：媒体融合背景下独立书店的营销策略研究　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：本文以独立书店为研究主体,探讨其在媒体融合背景下的营销策略转变。媒体融合背景下,出版行业在数字、网络、信息技术的推动下,表现出内容、渠道和终端多层面的融合,从而打破了新媒体与传统媒体间泾渭分明的界限,使读者和消费者转变原有的行为习惯,并形成新的需求。这也正是独立书店转变营销策略、谋求发展的根本原因和动力。同时,经历过倒闭风潮后,独立书店凭借其独特的人文价值,得到了国家及社会的支持。本文以此为研究背景,探讨独立书店如何抓住数字及网络技术发展带来的契机,适应读者及消费者的新需求,转变营销策略,谋求生存发展。本文将市场营销学理论中4P理论向4C理论的转变,作为独立书店营销策略研究的理论基础。运用调查法,对消费者需求、独立书店的营销现状进行调研分析;并通过个案研究法,对独立书店营销策略转变的经典案例进行研究。探讨并提出独立书店营销策略的转变方向,及其策略实施的有效途径和方法。论文主要分为四部分。第一部分为绪论,概述本文的研究背景、意义、方法和思路;国内外研究的现状;并对独立书店的概念进行界定,探讨其特质及文化价值。第二部分为第二至三章,主要从实证及理论层面上,分析独立书店营销策略转变的背景条件及理论基础。第三部分为第四至七章,对独立书店当下典型的营销策略进行分析,提出并研究独立书店的文化产品组合策略、个性体验营销策略、宣传推广的多元化策略以及文化营销策略。第四部分为结论,概括总结出媒体融合背景下,独立书店营销策略的转变方向,并提供思路及借鉴。
[Abstract]:This paper takes the independent bookstore as the research subject, discusses its marketing strategy transformation in the context of media convergence. Under the background of media convergence, the publishing industry under the promotion of digital, network, information technology, show the content. The multi-level integration of channels and terminals breaks the boundary between new media and traditional media and makes readers and consumers change their original behavior habits. And form a new demand. This is also the fundamental reason and motive force for independent bookstores to change marketing strategy and seek development. At the same time, after going through the tide of closure, independent bookstores rely on its unique humanistic value. This paper discusses how to grasp the opportunity brought by the development of digital and network technology, adapt to the new needs of readers and consumers, and change the marketing strategy. In this paper, the 4P theory of marketing theory to 4C theory, as the theoretical basis of independent bookshop marketing strategy research, using the method of investigation, consumer demand. The present marketing situation of independent bookstores is investigated and analyzed. And through the case study method, to the independent bookstore marketing strategy transformation classic case study, discusses and proposes the independent bookstore marketing strategy transformation direction. The paper is divided into four parts. The first part is the introduction, which summarizes the research background, significance, methods and ideas of this paper; The present situation of domestic and foreign research; And the concept of independent bookstore is defined, and its characteristics and cultural value are discussed. The second part is the second to third chapters, mainly from the empirical and theoretical level. The third part is 4th to seven chapters to analyze the current typical marketing strategies of independent bookstores. Put forward and study the cultural product combination strategy, personality experience marketing strategy, promotion diversification strategy and cultural marketing strategy of independent bookstore. 4th as the conclusion, summarized the media integration background. The change direction of independent bookshop marketing strategy, and provide the train of thought and reference.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.23-F

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