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高校出版社的市场策略研究_MBA论文(56页).rar

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文本描述
摘要

新闻出版行业自2003年开展改革试点工作以来,按照中央文化体制改革的

统一部署,全国有超过500家出版单位开始循序渐进的进行转企改制,本文正

是在这一背景下进行研究和论证的。由于出版行业选题日趋同质化,编辑和发

行的分工逐渐模糊化,受当地版权保护和猖獗的盗版等因素的影响,高校出版

社面临着前所未有的压力和挑战。图书市场营销的成功运作成为出版社发展的

关键环节,而市场策略的选择和运用就变成了关键环节的核心。

目前学术界对这一论题有很多研究思路,但是这些研究往往从宏观角度入

手,没有针对某一微观领域进行细化研究,而本文针对高校出版社面临的市场

环境入手,结合文化体制改革的现实国情,对高校出版社的优势和劣势进行全

面剖析,将普遍的市场理论应用于出版行业。通过市场策略的选择实现出版单

位的企业化运作,为早日摸清现代企业运营管理的内在规律奠定了坚实的理论

基础。

本文是结合工作实际,围绕高校出版社急需解决的市场策略这一主题进行

深入的研究和论证的,其创新之处在于摒弃了传统性的理论研究,结合大量鲜

活的实例对市场理论的运用进行阐述和总结,截取市场策略这一微观领域对高

校出版社的人、财、物的合理配置做出有价值的建议。本文共分为三大部分:

影响高校出版社市场策略的因素分析、高校出版社的市场策略选择和高校出版

社市场策略实施的保障措施,另外还对高校出版社面临的内外部环境进行了归

纳剖析,列举各高校出版社的发展经验作为案例支撑,从而有效解决了高校出

版社在转企改制背景下成功完成市场化转型这一现实性问题。

关键词:高校出版社市场策略

ABSTRACT

Since the launch of the pilot reform of press and publishing industry in 2003,

more than 500 publishers nationwide have transformed into enterprises step-by-step,

as the centralized arrangements of the reform of the cultural system of the central

authority. Based on this background, the research and reasoning is carried out in this

paper. Due to the tendency of homogenization of the topic-selection in publishing

field, the gradual blurring of the division of the editing and publishing, and the

impact of the factors such as local protection of copyright and rampant piracy,the

publishers are facing unprecedented pressure and challenge. The key to the

development of publishers is the success of book marketing, and the options and

appliance of market strategy become the center of the key.

Currently there are a lot of ideas for research on this topic in academic world,

however, these studies often start from a macro perspective and do not aim to do

research of segmentation on a certain micro field. This paper starts from the market

environment of university presses, combining the reality of the reform of cultural

system, conducting a comprehensive analysis on the advantages and disadvantages of

university presses, applying the general market theories to the publishing industry,

publishing entities implement the operation of enterprise through the choice of

marketing strategy, to lay a a solid theoretical foundation for an early understanding

of the inherent law of the modern enterprise operations management.

Therefore by integrating work practices, I have conducted in-depth research and

reasoning on the subject of marketing strategy which needs to be solved by the

university presses. Its innovation lies in that it abandoned the traditional theory

research, combined with a large number of vivid examples to illustrate and summarize

the use of market theories, captured the micro field of market strategy's reasonable

configuration of people, property, goods of the university press to make valuable

suggestions. This paper comprises three parts, including the analysis on the factors

that affect the marketing strategy of the university press, the selections of marketing

strategy of the university press and relevant suggestions on the implement of the

marketing strategy of the university press. Additionally, we summarize and analyze

the internal and external environment which the university press are facing, take

development experience of university presses as an example, thereby, the practical

problem of university presses on how to reach the market-oriented transformation into

enterprises can be effectively solved.

Key word: the university press market strategy