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论文编号：	2902
作者编号：	2220091780
上传时间：	2011/3/3 16:38:18
中文题目：	北京科文恒信教育图书发行公司经营战略与实施研究
英文题目：	Research Operating Strategy and Relevant Countermeasures of Educational Book Distribution Enterprises for Beijing Kewenhengxin
指导老师：	王迎军
中文关键字：	关键词： 教育图书 发行策略 产品差异化 渠道管理
英文关键字：	Keywords: educational books, distributing strategy, discrepancy of product, channel management
中文摘要：	摘要 当前，教辅图书发行企业面临形势非常严峻，整个行业市场非常混乱，市场规则扭曲，大量的企业倒闭、转行，能活下来的企业也是苟延残喘，而且越是规范的企业情况越严重，造成这种状况的原因很多，有国家的政策法规的原因，也有市场销售模式的原因，还有企业本身管理的原因等等。如何解决教辅图书发行企业所面临的困境，使其健康发展，已成为当前出版业的一个重要课题。 本文着重从国家政策、行业环境、企业的经营管理等几个方面对其现状、产生原因及如何良性发展进行了阐述和分析，从而强调企业发展的战略规划的重要性。首先，分析了行业发展的政策与趋势，接着分析教辅图书发行企业的发展历史、经营现状和经营环境，由于民营教辅一直在灰色地带生存和发展，造成相关的法律和法规的欠缺，造成行业罕见的经营风险，许多投资者不敢把资金投入到这个行业，这就造成行业资金匮乏，从而造成人才和管理的不足。这就造就产品缺乏新意，质量参差不齐，形成一个恶性循环。最后分析了其内部环境，企业内部管理不规范，规章制度不健全，导致企业缺少市场竞争力。 本文通过对原因分析，指出整个行业要想积极健康发展根本之所在，国家必须健全相关的法律法规，创造一个良好的环境，同时，企业必须抛弃原有的管理理念和模式，应用现代的企业管理理念和模式，以人为本，积极主动吸引各类管理及创新人才，才能使企业走上正常发展的道路。本文从产品的差异化策略，渠道管理策略两方面论述了企业的经营发展策略，并给出了合理化的意见和建议。同时对管理体制和人才培养问题提出一些个人的见解和看法，最后，结合当前发展现状提出具有针对性的发展策略建议。
英文摘要：	Abstract At present, educational book distribution enterprises are facing a very serious situation－the whole industry market is chaotic, market rules are distorted and a large number of enterprises are closed down or do other things. The living ones are not very good. The more standard the business is, the more serious the situation is. There are lots of reasons to the situation, including national policies and regulations, the market sales model and enterprise own management, etc. An important issue in current publishing is how to solve these problems faced by reference book publishing companies and make them sound development. Viewed from the present situation, the cause and sound development about national policies, industry environment, operation and management of business and other aspects, it shows the importance of corporate strategic plan. Firstly, industry developing policies and trend are alaysized. Then it analyzes the publishing development history, business situation and environment. The private enterprises are in survival and development of a gray area. Its developing environment is not very good and the related laws and regulations are not quite perfect which cause great business risks and many investors dare not put money to this industry leading to the industry’s lack of money. As a result, the talents and management are insufficient. This will make the product quality uneven and the industry form a vicious circle. Finally, it analyzes its inner environment. irregular internal management and lack of necessary rules and regulations also lead industry lack of market competition. From analyzing the reasons, to make the development of the industry positive and sound, the essay points out two methods to solve the problems: firstly, countries must perfect related laws and regulations, creating a favorable environment; meanwhile, the enterprise itself must abandon the original management concept and mode, adhere to the principle of "people first”, actively attract all kinds of management and innovative talents. Only in this way can the industry run properly. The thesis expounds business development strategy from two aspects: the discrepancy marketing strategy of product and channel management strategy. it provides rationalization comment and suggestion. What’s more, it also gives some personal opinions about management system and personnel training. Finally, this paper puts forward to some targeted advice.
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