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论文编号：	3019
作者编号：	2220091943
上传时间：	2011/3/29 16:04:00
中文题目：	民营教辅书企业市场营销策略研究
英文题目：	Research on the Marketing Strategy of Private Education Publishing Corporation——
指导老师：	吴晓云
中文关键字：	关键词：民营教辅书业 营销策略 实施方式
英文关键字：	Keywords: private educational publishing industry; marketing strategy; implementing mode
中文摘要：	中文摘要 我国的教辅市场总额估计高达600亿，其中，民营策划和发行机构涉及此领域的占60％，一个硕大无比的市场，发展却很不规范，品种泛滥，成本加大，退货率高，利润锐减，加之”农民书商”社会责任缺失，进行不规范运作，使教辅市场呈现”非理性”繁荣。本文的研究目的旨在以山东世纪金榜书业有限公司为例，通过对自身实践的梳理，总结出民营教辅图书出版机构如何规范发展以应对危机、赢得市场，继而为整个民营教辅书业的营销策略提出可供借鉴的实施方式，因此，具有强烈的现实意义和指导意义。本文引入了营销学中的相关理论，注重联系中国民营教辅书业实际，从行业现状分析切入，贯穿了宏观与微观相结合、理论与实践相结合、横向比较与纵向梳理相结合的研究思路，运用文献研究法和案例研究法，系统阐述了中国民营教辅书业的营销策略——责任营销、品牌营销和4P营销。本文重点突出了特色企业文化的培育、严密管理制度的制定和营销人员执行力的强化等措施的整合运用，为民营教辅书业营销策略的成功实施找准了关键。本文创新性地从社会责任角度透视民营书业营销策略，从实践层面深刻探讨了4P营销的经典理论，提出了利用媒介融合理念指导图书品牌营销的新方法，为文章写作赋予了很多新的视角。文章通过大量的案例分析，预示了中国民营教辅书业终将通过企业社会责任的完善、品牌营销的实施和对产品价格、渠道、促销等几方面的规范把握，赢得未来美好的发展前景。
英文摘要：	Abstract China's educational reference book market scale is estimated to reach up to 60 billion, of which the private plans and issuers involved in this area account for 60%. Though being a gigantic market, the development is very non-standard. It is assorted varieties, increasing cost, high return rate, sharp drop in profits, farmer-booksellers’ lack of social responsibility and non-standard operation that lead to "irrational" prosperity of the market. This research takes Shijijinbang Book Industry Co. Ltd for example, combs through their own practice, sums up how private supplementary educational institutions regulate the publishing development to tackle the crisis and win the market, and then presents the reference implementing mode for the marketing strategies of the entire private educational publishing industry. Therefore, it has a strong practical and instructive significance. This paper introduces the related marketing theories, focuses on the reality of China's private educational publishing industry, takes the analysis of current industry situation as entry point, penetrates the research idea of combining macro and micro, theory and practice, crosswise comparison and vertical combing, uses literature research method and case research method, and systematically elaborates the marketing strategies of China's private educational publishing industry—accountability marketing, brand marketing and 4P's marketing. This article highlights the integration and application of several measures, including cultivating characteristic corporate culture, establishing strict management system and consolidating executive force of marketing staff and other measures, which accurately identify the key to the successful implementation of marketing strategy. This article innovatively perceives the marketing strategy from the perspective of social responsibility, profoundly discusses the classical theory of 4P's marketing from a practical level, put forward the new method of using the media integration idea to guide the book brand marketing and gives writing a lot of new perspectives. Through a large number of case studies, the article indicates that the book industry in China will eventually win bright development prospects in the future by improving corporate social responsibility, implementing brand marketing and grasping the standardization of the following aspects, such as product prices, channels, promotion and so on.
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