我国少儿出版物消费行为调研

发布时间：2018-01-16 06:06

本文关键词：我国少儿出版物消费行为调研　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：少儿出版物发行不同于其他出版物的主要特点是消费者和读者呈现分离状态。消费者是出版物的购买者,往往是家长、教育者等成年人,而读者其实是孩子。成年消费者作为连接出版方与少儿读者的桥梁,是少儿出版市场中最为关键的角色。因此,想要真正地推广少儿阅读,打开少儿出版物的市场,必须真正了解少儿出版物消费者的角色构成、消费心理、消费习惯、市场评价等。本论文立足于实际调研,按照少儿出版物完整的消费流程进行调查、统计、分析,发现成年人占有少儿出版物消费的绝对权,消费者与读者分离严重;消费者经济水平与教育水平是影响少儿阅读的最关键因素;而消费渠道的差异主要表现在消费时间与消费群体,与出版物本身并不相关;消费者面对少儿出版物主要受求实、求廉消费心理影响;尽管新媒体影响力扩展,少儿出版物消费者仍倾向于用传统方式获取新书资讯。
[Abstract]:Children's publication distribution is different from other publications, the main characteristic is that consumers and readers present a separate state. Consumers are the purchasers of publications, often parents, educators and other adults. Adult consumers, as a bridge between publishers and children's readers, are the most critical role in the children's publishing market. Therefore, we want to really promote children's reading. To open up the market of children's publications, we must really understand the role of children's publications consumers, consumer psychology, consumption habits, market evaluation and so on. According to the complete consumption process of children's publications, it is found that adults have the absolute right to consume children's publications, and the separation between consumers and readers is serious. Consumer economic level and education level are the most important factors affecting children's reading. The difference of consumption channel is mainly manifested in the consumption time and the consumer group, and is not related to the publication itself; Facing children's publications, consumers are mainly influenced by realistic and inexpensive consumption psychology. Despite the growing influence of new media, consumers of children's publications tend to access new books in traditional ways.
【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】：G239.2-F

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