目录 第 1 章 绪论..................................................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究意义.........................................................................................................2 1.2.1 实践意义..............................................................................................2 1.2.2 学术价值..............................................................................................2 1.3 国内外研究现状.............................................................................................3 1.3.1 国外研究现状......................................................................................3 1.3.2 国内研究现状......................................................................................4 1.4 研究内容和研究方法.....................................................................................5 1.4.1 研究内容..............................................................................................5 1.4.2 研究方法..............................................................................................5 第 2 章 相关理论综述..................................................................................................7 2.1 市场营销理论.................................................................................................7 2.1.1 PEST 分析法.........................................................................................7 2.1.2 SWOT 分析法.........................................................................................7 2.1.3 STP 理论...............................................................................................8 2.1.1 4P 理论.................................................................................................8 2.2 网络营销理论.................................................................................................9 第 3 章 互联网背景下 A 出版企业发展及营销问题分析........................................11 3.1 A 出版企业发展概况....................................................................................11 3.2 A 出版企业 PEST 分析..................................................................................11 3.2.1 政治法律环境....................................................................................11 3.2.2 经济环境............................................................................................11 3.2.3 社会文化环境....................................................................................12 3.2.4 技术环境............................................................................................12 3.3 A 出版企业 SWOT 分析..................................................................................12 3.3.1 优势分析............................................................................................12 3.3.2 劣势分析............................................................................................13 3.3.3 机会分析............................................................................................13 3.3.4 威胁分析............................................................................................14II 3.4 A 出版企业 STP 分析....................................................................................15 3.4.1 市场细分 ........................................................................................15 3.4.2 选择目标市场....................................................................................15 3.4.3 市场定位............................................................................................15 3.5 A 出版企业 4P 分析......................................................................................16 3.5.1 产品方面问题....................................................................................16 3.5.2 定价方面问题....................................................................................16 3.5.3 渠道方面问题....................................................................................17 3.5.4 促销方面问题....................................................................................17 3.6 移动互联网对 A 出版企业营销的影响.......................................................18 3.6.1 移动互联网营销特征........................................................................18 3.6.2 移动互联网下 A 出版企业营销问题分析........................................19 第 4 章 调查分析和结论............................................................................................21 4.1 问题...............................................................................................................21 4.2 问卷设计.......................................................................................................21 4.3 数据收集.......................................................................................................22 4.4 调查问卷分析................................................................................................22 4.5 调查结论.......................................................................................................25 4.5.1 移动互联网营销产品的影响............................................................25 4.5.2 移动互联网营销服务的影响............................................................26 第 5 章 A 出版企业营销策略的制定和对策.............................................................27 5.1 A 出版企业市场营销策略思想和目标........................................................27 5.1.1 市场营销指导思想............................................................................27 5.1.2 市场营销具体目标............................................................................27 5.2 A 出版企业市场营销组合策略....................................................................27 5.2.1 产品策略............................................................................................27 5.2.2 价格策略............................................................................................28 5.2.3 渠道策略............................................................................................29 5.2.4 促销策略............................................................................................30 第 6 章 A 出版企业营销策略实施的保障.................................................................32 6.1 组织制度保障...............................................................................................32 6.2 绩效管理的保障...........................................................................................32III 6.3 队伍人员保障...............................................................................................32 6.4 企业文化保障...............................................................................................33 6.5 打造学习型组织...........................................................................................34 第 7 章 结论与展望....................................................................................................35 7.1 结论...............................................................................................................35 7.2 展望...............................................................................................................35 参考资料......................................................................................................................37 致谢............................................................................................................................39 附录 1...........................................................................................................................40IV Contents Chapter 1 Introduction................................................................................................1 1.1 Research Background........................................................................................1 1.2 Research Significance.......................................................................................2 1.2.1 Practical Significance..............................................................................2 1.2.2Academic Value.......................................................................................2 1.3 Research status at home and abroad..................................................................3 1.3.1 Overseas Research Status........................................................................3 1.3.2 Domestic Research Status.......................................................................4 1.4 Research contents and methods........................................................................ 5 1.4.1 Research Contents...................................................................................5 1.4.2 Research methods....................................................................................5 Chapter 2 Summary of related theories.....................................................................7 2.1 Marketing Theory..............................................................................................7 2.1.1 PESTAnalysis Method...........................................................................7 2.1.2 SWOTAnalysis Method.........................................................................7 2.1.3 STPTheory..............................................................................................8 2.1.4 4PTheory................................................................................................8 2.2 Network Marketing Theory...............................................................................9 Chapter 3 Analysis on the Development and Marketing of A Publishing Enterprise under the Background of Internet............................................................................11 3.1ADevelopment Survey of Publishing Enterprises..........................................11 3.2APublishing Enterprise PESTAnalysis..........................................................11 3.2.1 Political and legal environment.............................................................11 3.2.2 Economic Environment.........................................................................11 3.2.3 Socio-cultural Environment..................................................................12 3.2.4 Technical Environment......................................................................... 12 3.3ASWOTAnalysis of Publishing Enterprises..................................................12 3.3.1Advantage Analysis...............................................................................12 3.3.2 DisadvantageAnalysis..........................................................................13 3.3.3 OpportunityAnalysis............................................................................ 13V 3.3.4 Threat Analysis......................................................................................14 3.4APublishing Enterprise STPAnalysis............................................................15 3.4.1 Market Segmentation............................................................................15 3.4.2 Choosing Target Market........................................................................15 3.4.3 Market Positioning................................................................................15 3.5APublishing Enterprise 4PAnalysis...............................................................16 3.5.1 ProductAspects.....................................................................................16 3.5.2 Pricing Issues........................................................................................ 16 3.5.3 Channel issues.......................................................................................17 3.5.4 Promotion Issues...................................................................................17 3.6 The Impact of Mobile Internet on Marketing ofAPublishing Enterprise......18 3.6.1 Mobile Internet Marketing Characteristics........................................... 18 3.6.2 Analysis of Marketing Problems of A Publishing Enterprises on Mobile Internet...........................................................................................................19 Chapter 4 Investigation and analysis and conclusions........................................... 21 4.1 Question..........................................................................................................21 4.2 Questionnaire Design......................................................................................21 4.3 Data collection................................................................................................ 22 4.4 Questionnaire analysis................................................................................... 22 4.5 Survey conclusions..........................................................................................25 4.5.1 Impact of Mobile Internet Marketing Products.....................................25 4.5.2 Impact of Mobile Internet Marketing Services.....................................26 Chapter 5APublishing Enterprises' Marketing Strategies and Countermeasures27 5.1APublishing Enterprises'Marketing Strategies and Objectives......................27 5.1.1 Marketing Guidelines ..........................................................................27 5.1.2 Specific marketing objectives...............................................................27 5.2APublishing Enterprise Marketing Mix Strategy...........................................27 5.2.1 Product Strategy....................................................................................27 5.2.2 Price Strategy........................................................................................28 5.2.3 Channel Strategy...................................................................................29 5.2.4 Promotion Strategy................................................................................30VI ......................................................................................................................................32 6.1 Organizational System Guarantee...................................................................32 6.2 Guarantee of Performance Management.........................................................32 6.3 Team Personnel Security.................................................................................32 6.4 Corporate Culture Guarantee.......................................................................... 33 6.5 Building Learning Organization......................................................................34 Chapter 7 conclusions and prospects....................................................................... 35 7.1 Conclusion.......................................................................................................35 7.2 Prospects......................................................................................................... 35 References...................................................................................................................37 Thanks.........................................................................................................................39 Appendix 1..................................................................................................................40 Chapter 6 A Publishing Enterprise Marketing Strategy Implementation GuaranteeI 摘要 经过三十余年的经济发展，各行各业都得到快速发展，传统行业在新经济常 态背景下也开始走向深化改革道路。经济的发展带动人民生活水平的提高，精神 文化需求随之提高，对以内容产品为主的传统出版产业提出了新要求。在当下各 种新兴技术飞速发展的大背景下，出版行业作为社会主义价值观重要载体，其面 临的形势和挑战是非常严峻的。出版行业也随着市场经济的发展浪潮已经由卖方 市场向以客户为主导的买方市场转变。传统出版社纷纷开始转制，在逐渐融入市 场竞争的过程中，面临和存在着诸多问题制约。因此，基于移动互联网背景下， 必须采取新的策略增强出版企业综合实力，提升市场竞争力。 作为以教辅及期刊为主的出版企业，A 出版企业更注重其内容的专业性和学术 性。因此，此类企业的转制市场环境更为复杂。当前，随着互联网技术的深入发 展，互联网、手机等新媒体对传统出版行业和企业带来严重影响，内容上替代性 尤为突出，导致传统出版行业和企业由于用户分流引发的各类竞争现象不胜枚举。 因此，A 出版企业要主动出击，利用高新技术和互联网技术，将传统媒体和新媒体 有机结合，才能从根本上解决 A 出版企业面临的问题及策略。 本论文从结构上分为七大部分。第一部分为绪论。第二部分为相关理论综述。 这部分主要包括市场营销理论以及网络营销理论两大部分。第三部分为互联网背 景下 A 出版企业发展及营销问题分析。在 A 出版企业发展基础上，采取了 PEST、 SWOT、STP 及 4P 市场营销理论和方法，深入开展对移动互联网下 A 出版企业营销 问题分析。第四部分为调查分析和结论。通过调查问卷的形式，论证了移动互联 网营销产品和服务的影响。第五部分是 A 出版企业营销策略的制定和对策。在对 A 出版企业现在的经营状况、市场营销存在的问题以及内外部市场环境分析基础上， 提出市场营销管理改进策略。第六部分为 A 出版企业营销策略实施的保障。第七 部分为结论与展望。 关键词，出版企业；营销环境；4P 分析；移动互联网