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| 论文编号： | 136 | |
| 作者编号： | 2120052311 | |
| 上传时间： | 2007/6/25 10:10:12 | |
| 中文题目： | 我国出版社图书发行渠道的构建与 | |
| 英文题目： | The construction and integrati | |
| 指导老师： | 徐建华 | |
| 中文关键字： | 出版社;图书发行渠道;渠道构建;< | |
| 英文关键字： | Chinese Publishing House; Book | |
| 中文摘要： | 随着我国图书出版品种的增多和出版产业规模的日益扩大，出版社如何将图书高效、准确、及时地送到发行终端——读者的手中就成了出版领域的重要问题，出版社进一步的竞争越来越演变成发行渠道的竞争。使图书产品从出版社到达客户的渠道成为稀缺资源，有效的分销渠道建设将成为关系到出版业生存与发展的首要问题。谁能够控制渠道，重视分销渠道建设，建立高效的渠道系统，谁就能够在竞争中占据有利位置。 我国出版业的分销渠道正处于转型时期，旧的渠道体系正在逐渐打破，而高效有序的新渠道体系远未建立起来，给出版行业的健康发展带来了巨大的阻力。总结起来，图书发行渠道不完善的方面主要有：不同渠道各自为政，条块分割严重；渠道混乱，渠道冲突不断；信用度低，渠道安全问题日益突出；渠道效率低下，交易成本过高等。因此，加强出版社发行渠道建设和渠道整合已经是一项刻不容缓的事情，关系到出版社甚至整个出版行业的健康发展。 本文正是基于以上背景，对出版社图书发行渠道进行分析、研究和探讨。本文通过对国有渠道、民营渠道、第三渠道等渠道模式的发展背景、发展现状、优劣势和存在的问题的系统分析，提出目前的渠道系统难以担当起高效分销的重任，出版社必须根据自身的情况，积极地参与到分销渠道的构建过程中来。 文章结合出版社发行渠道存在的现实问题，运用文献调查法、案例法等研究方式，对出版社发行渠道的构建和整合问题进行了一定程度的探讨和研究，并给出了一些具体的建议和措施。希望本文的研究，对于推动国内出版社发行渠道的健康有序化发展，具有一定的实践意义。 | |
| 英文摘要： | With the growing size of the publishing industry and the variety of books, how to send the books to the terminal readers accurately, timely and efficiently is becoming an important problem for the publishing houses. The competition between presses is evolving into the competition of the channels. Whoever can control the channels and establish an efficient channel system will be the winner in the intense competition. The distribution channels of Chinese publishing industry are in transition period. The old system of channels is gradually broken, and the efficient and orderly new system is far away from being established. It greatly hinders the development of the publishing industry. The problems to be solved in the distribution channels of the presses mainly focus on the following several aspects: channels fragmented, channel conflict, channel security and channel inefficiency. Now, it’s the highly to resolve these problems. So I will analyze and research about them in my paper. Based on the analysis of the existing channel models, I suggest that press should play an positive role in the construction of new channel system, and establish the efficient, orderly distribution channels. Associated with the realistic problems in the Chinese presses, I used the method of literature search, analytical and enumeration in my dissertation, to discuss and probe into channel strategy in some degree. I suppose that it makes some practical values to the construction and integration of the Chinese press channels. | |
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