I 中文摘要 随着我国出版业体制改革的不断深化，以及社会主义市场经济体制的不断发 展，我国图书出版的市场化程度越来越高，图书的市场竞争也 日趋激烈。面对市 场环境带来的巨大压力，各出版企业均注意到图书市场营销的重要性，纷纷寻求 适合自身的市场营销策略。 本文以H美术出版社这一地方性美术专业出版社为 研究对象，结合相关理论 及自身工作实践，从H美术出版社的实际发展出发，分析了H美术出版社的营销 环境以及现行营销策略存在的问题，面临的市场风险及发展机遇，从而制 定出适 合H美术出版社的市场营销策略。希望对我国地方性美术专业出版社以及同类中 小型出版社的发展提供思路。 关键词：H美术出版社；图书营销；营销策略 黑龙江大学硕 士学位论文 II Abstract With the deepening of the structural reform of the publishing industry and the continuous development of the socialist market economy system, the degree of marketization of book publishing in China is getting higher and higher, and the market competition of books is becoming fiercer and fiercer. Faced with the enormous pressure brought by the market environment, publishing enterprises have noticed the importance of book marketing, and have sought marketing strategies suitable for themselves. This paper takes H Fine Arts Publishing House, a local professional art publishing house, as the research object, combining with relevant theories and the writer’s own work practice, starting from the actual development of H Fine Arts Publishing House, analyses its marketing environment and the problems existing in its current marketing strategy, the market risks and development opportunities faced by H Fine Arts Publishing House, so as to formulate the suitable marketing strategies for it. Hope to provide ideas for the development of local art publishing houses as well as similar small and medium-sized publishing houses in China. Key words: H Fine Arts Publishing House; book marketing; marketing strategy 目录 III 目录 中文摘要 ........................................................................................................................... I Abstract ........................................................................................................................... II 绪论 .................................................................................................................................. 1 一、研究的背景 ....................................................................................................... 1 二、研究的目的和意义 ........................................................................................... 2 （一）课题研究的目的 .................................................................................... 2 （二）课题研究的意义 .................................................................................... 2 三、国内外研究现状 ............................................................................................... 3 （一）国外研究现状 ........................................................................................ 3 （二）国内研究现状 ........................................................................................ 4 （三）发展趋势 ................................................................................................ 5 四、主要内容和研究方法 ....................................................................................... 6 （一）研究内容 ................................................................................................ 6 （二）研究方法 ................................................................................................ 7 第一章 基本理论概述 .................................................................................................... 8 第一节 市场营销理论概述 ..................................................................................... 8 一、市场营销基本概念 .................................................................................... 8 二、市场营销组合策略（4Ps） ...................................................................... 8 三、STP理论 .................................................................................................. 10 第二节 其他相关理论 ........................................................................................... 12 一、帕累托定律 .............................................................................................. 12 二、“长尾”理论 ............................................................................................... 13 三、4I理论 ...................................................................................................... 13 第三节 分析方法简介 ........................................................................................... 14 一、PEST 分析法 ........................................................................................... 14 黑龙江大学硕士学位论文 IV 二、SWOT分析法 .......................................................................................... 14 三、波特五力模型 .......................................................................................... 15 本章小结 ................................................................................................................. 15 第二章 H美术出版社现行营销策略及存在问题 分析 .............................................. 17 第一节 H美术出版社基本情况 ........................................................................... 17 第二节 H美术出版社现行营销策略 ................................................................... 17 一、H美术出版社现行产品策略 .................................................................. 18 二、H美术出版社现行价格策略 .................................................................. 20 三、H美术出版社现行渠道策略 .................................................................. 21 四、H美术出版社现行促销策略 .................................................................. 21 第三节 H美术出版社现行营销策略存在的问题及原因分析 ........................... 22 一、H 美术出版社现行产品策略存在问题及原因分析 .............................. 22 二、H美术出版社现行价格策略存在问题及原因分析 .............................. 23 三 、H美术出版社现行渠道策略存在问题及原因分析 .............................. 24 四、H美术出版社现行促销策略存在问题及原因分析 .............................. 25 本章小结 ................................................................................................................. 26 第三章 H美术出版社营销环境分析 .......................................................................... 28 第一节 宏观环境分析 ........................................................................................... 28 一、政治环境 .................................................................................................. 28 二、经济环境 .................................................................................................. 29 三、社会环境 .................................................................................................. 30 四、技术环境 .................................................................................................. 31 第二节 竞争环境分析 ........................................................................................... 31 一、行业内竞争情况分析 .............................................................................. 32 二、潜在竞争情况分析 .................................................................................. 33 三、供应商议价能力分析 .............................................................................. 34 四、消费者议价能力分析 .............................................................................. 34 目录 V 五、替代产品情况分析 .................................................................................. 35 第三节 SWOT分析 ............................................................................................... 35 一、优势分析 .......