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MBA硕士毕业论文_E出版社童书营销策略研究DOC

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文本描述
目 录
1. 绪 论 . 1
1.1 选题的背景、意义和目的 ........ 1
1.1.1 选题的背景 .......... 1
1.1.2 选题的意义和目的 .......... 1
1.2 相关理论概述及研究现状 ........ 2
1.2.1 4P 营销组合理论.. 2
1.2.2 STP 理论 ... 3
1.2.3 研究现状 .. 3
1.3 研究的主要内容、方法5
1.3.1 研究的主要内容 .. 5
1.3.2 研究方法 .. 5
1.3.3 创新点 ...... 6
2. E 出版社现状及童书营销环境分析... 7
2.1 E 出版社简介...... 7
2.1.1 E 出版社的组织结构........ 7
2.1.2 E 出版社的生产流程........ 7
2.1.3 E 出版社的产品结构........ 8
2.2 E 出版社 PEST 分析 ...... 8
2.2.1 政治环境分析 ...... 8
2.2.2 经济环境分析 .... 10
2.2.3 社会环境分析 .... 10
2.2.4 技术环境分析 .....11
2.3 E 出版社童书行业环境分析.... 12
2.4 E 出版社童书内部环境分析.... 13
2.5 E 出版社 SWOT 分析 .. 16
3. E 出版社童书 STP 战略........ 18
3.1 市场细分 .......... 18
3.2 目标市场 .......... 20
3.2.1 目标市场的选择20
3.2.2 目标市场模式的选择 .... 20
3.3 市场定位 .......... 21
4. E 出版社童书营销策略......... 22II
4.1 产品策略 .......... 22
4.1.1 竞争从有形产品延伸到附加产品 ........ 22
4.1.2 采取品牌化的产品策略23
4.2 价格策略 .......... 24
4.2.1 数量折扣25
4.2.2 现金折扣25
4.2.3 品种折扣25
4.2.4 季节折扣26
4.2.5 功能折扣26
4.3 渠道策略 .......... 26
4.3.1 主渠道的经营模式和营销方式27
4.3.2 二渠道营销策略27
4.3.3 网络营销策略 .... 29
4.4 促销策略 .......... 30
4.4.1 常用市场发行折扣策略30
4.4.2 发行折扣与出版利润 .... 31
4.4.3 畅销图书的促销策略 .... 31
4.4.4 特价、降价书营销策略32
5. E 出版社童书营销策略实施保障措施......... 33
5.1 建立高效的营销团队 .. 33
5.1.1 选择合适的发行团队成员 ........ 33
5.1.2 提供全面、系统、持续的培训33
5.1.3 完善绩效薪酬制度 ........ 33
5.2 制定科学的营销激励机制 ...... 34
5.3 加强高层对营销的管理 .......... 34
参考文献 35
致 谢.... 37III
Contents
1. Introduction 1
1.1 The background, significance, and goal of the subject1
1.1.1 The background of the subject 1
1.1.2 The meaning, and goal of the subject 1
1.2 The sketch of the relevant theory and the research situation 2
1.2.1 4P marketing mix theory2
1.2.2 STP theory 3
1.2.3 The research situation 3
1.3 The research content and methods 5
1.3.1 The research content5
1.3.2 The research methods 5
1.3.3 Innovation points6
2. The situation of E Publishing House and environment analysis on children’s
book of E Publishing House 7
2.1 The brief introduction of E Publishing House7
2.1.1 The organization structure of E Publishing House 7
2.1.2 The production line of E Publishing House 7
2.1.3 The product structure of E Publishing House8
2.2 PEST analysis of E Publishing House8
2.2.1 The political environment analysis 8
2.2.2 The economical environment analysis 10
2.2.3 The social environment analysis 10
2.2.4 The technological environment analysis11
2.3 Industry environment analysis on children’s book of E Publishing House 12
2.4 Internal environment analysis on children’s book of E Publishing House13
2.5 SWOT analysis of E Publishing House 16
3. STP strategy on children’s book of E Publishing House 18
3.1 Segmentation18
3.2 Target market20
3.2.1 The choice of target market 20
3.2.2 The choice of target market mode 20
3.3 Positioning21IV
4. Marketing tactics on children’s book of E Publishing House 22
4.1 Product tactics 22
4.1.1 Competition from tangible products to supplementary service 22
4.1.2 Branding in product tactics 23
4.2 Price tactics24
4.2.1 Quantity discount 25
4.2.2 Cash discount25
4.2.3 Variety discount 25
4.2.4 Season discount 26
4.2.5 Function discount 26
4.3 Place tactics 26
4.3.1 Management and marketing mode in the main channel27
4.3.2 Marketing tactics in the second channel 27
4.3.3 Marketing tactics on the Internet 29
4.4 Promotion tactics 30
4.4.1 Normal issue discount tactics in market 30
4.4.2 Issue discount and publishing profit 31
4.4.3 Promotion tactics on best-seller31
4.4.4 Promotion tactics on bargain and reduced price books32
5. Implementation measures to make sure marketing tactics on children’s book of
E Publishing House33
5.1 Establishing efficient marketing team 33
5.1.1 Choosing suitable salesmen to be a team33
5.1.2 Offering all-round, systematic, and maintaining training 33
5.1.3 Making performance and payment system perfect33
5.2 Drafting scientific marketing incentive mechanism 34
5.3 Enhancing top-leaders’management in marketing 34
Reference 35
Acknowledges371
摘要
近十年来,我国文化体制改革不断深入,出版业发生了巨大的变化,一大批
有事业编制的出版社转为企业。过去图书市场互相闭锁,而改制后已经转变为统
一开放、竞争有序的大图书市场

出版企业在竞争激烈的图书市场,不断改善经营管理,使其出版的图书满足
目标读者的需要,并努力使目标读者购买、阅读。现今社会,出版企业发展已经
不能由传统市场图书营销模式所指导,因为传统模式在实际的管理工作中有着一
些弊端和局限性。若由传统图书营销模式指导,出版企业发展甚至会受到制约

加之,改革开放和出版单位转企改制后,民营出版公司兴起,图书市场已经饱和,
甚至出现供过于求的现象。许多传统国有出版社(尤其是中小出版社)面对纷繁
复杂的图书市场,经营状况不佳。在市场经济条件下,图书市场竞争激烈,这要
求出版社的管理者勇于开拓创新,为所在出版社开创新局面。出版社管理者不仅
要有热爱出版的情怀,还要善于营销、专于营销。出版社的管理者经营的出版产
品不仅要满足社会效益,体现社会主义文明;而且要创造经济效益,在复杂多变
的图书市场打赢营销的这场仗。然而如何做好出版营销,是出版业人士必须探究
的问题、难题

E 出版社作为江西省唯一的专业少儿出版社,主攻低幼产品,受到社会的高度
好评,也是探究做好出版营销问题中的一员

一系列资料和数据表明,E 出版社在童书营销方面取得了很好的成绩。E 出版
社在童书营销过程中为什么会成功,其发展过程中的经验值得所有少儿社学习、
借鉴,甚至其他自负盈亏的出版社也可以从其经历中了解成功的原因,在此基础
上,对所在出版社进行一定的研究、分析,做出相应的调整,制定适合本出版社
的营销战略。笔者所在单位是 E 出版社的兄弟社,在实地调查、研究后,笔者进
一步认识到,E 出版社的童书营销策略帮助其童书在市场上站稳脚跟,并获得极大
的成功。因此,本文的研究对象是 E 出版社童书,结合 E 出版社童书特点,通过
对 E 出版社制定的童书营销策略和营销现状进行分析,以理论为基础,结合实际
的销售数据,总结 E 出版社童书营销成功的原因,了解童书市场的内外部环境,
了解企业自身的优劣势。从 E 出版社自身出发,从占领更大的市场份额和稳固少
儿社领头羊地位的目的出发,分析其市场定位,锁定目标市场。本论文从产品、
定价、渠道及促销四个方面进行详细分析,最后得出适合 E 出版社童书的营销策
略,提升其在童书出版行业的竞争力和品牌知名度,更好地实现社会、经济效益
的目标。同时,对营销的后勤保障提出要求,帮助 E 出版社一线部门(编辑和发2
行)更好地开展工作。同时,本文给其他少儿社甚至欲从事童书领域的出版企业、
发行企业也有参考和借鉴的价值

关键词:童书营销环境;STP 战略;营销策略3
Abstract
In recent ten years, Chinese cultural system transformation reform deepened,
Chinese publishing industry has had tremendous changes. A number of publishing
houses (presses) have been enterprises for business. With the transformation reform
finished, the book marketing has been changing. The government had managed the
closed and segmented district market in the past. However, the book market is
developed into a united, open, competitive and ordered one.
The competitive book market makes the publish enterprises improve and invent
management ways to suit the changeable book market environment, and even to
respond appropriately. Doing so can make the books demand the readers’ need, thus
more books will be bought and read by the target readers. However, the traditional book
marketing modes wouldn’t meet the demand or even restrict the enterprises’
development situation, as the modes have limitations and the weaknesses in
management. In the book market, many private enterprises came out and developed,
after the reform and opening-up movement. The book market turns out demand less
than need. Many publishing houses face the management plight. All the facts ask the
managers to change their management philosophy. They need to grow up to be pioneers
and be creative in many aspects, such as publishing, management, and marketing. The
leaders in publishing houses don’t only have the responsibility for the spiritual
civilization in our country’s socialism construction, but also put the marketing strategies
with modern marketing minds into practice, i.e., they are skilled in book marketing.
When facing the market conditions full of sudden changes, many people working in
publishing industry still need to explore this new subject.
E Publishing House, unique in Jiangxi Province, is good at children’s books
publishing. Establishing the direction of children’s products, it actively explores the
approach to solve the marketing problem.
Getting from the information and data, we knew that E Publishing House really did
great work in children’s book marketing. Thus, its experience can be learned by all the
presses in children’s books, especially the ones responsible for their own profits and
loss. As I work in another publishing house belonging to Jiangxi Publishing Group, like
E Publishing House, I realize why E Publishing House can succeed in children’s book
marketing with their marketing tactics after investigating the house. Therefore, the
paper will make E Publishing House as the subject, and do research on its product, price,4
place, and promotion strategies in details. To make it easily understood, I will take the
real cases in E Publishing House as examples on the basis of marketing theory. I will get
some conclusion on its success, and point out its weaknesses as well. What I will do can
help many publishing houses specialized in children’s book whatever they were or
would be. The children’s book marketing tactics includes choosing the target market,
developing new topics, and so on, which helps improve the economic and social
benefits.
KEY WORDS:environment of children’s books market;STP strategy;marketing
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