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论文编号：	6118
作者编号：	2220110889
上传时间：	2014/5/29 17:06:52
中文题目：	世纪金榜公司代理商营销模式优化研究
英文题目：	Agents Marketing Model Optimization Research on Shijijinbang Company
指导老师：	周建
中文关键字：	文化产业；代理商；营销模式 ；营销组合
英文关键字：	culture industry, agent marketing model, marketing mix
中文摘要：	随着我国出版发行体制改革的不断深入，出版机构开始引入另外一种更加有效的营销模式——代理商模式。这一模式经过长期的运行之后，暴露出许多弊端。为此，我们提出了代理商营销模式的优化问题。　　　在研究内容方面，本文首先从相关理论观点切入，对文化创业产业和文化产品的特点进行了总结，对营销管理的4 P模式及战略实施进行了阐释，为后续的现状研究和问题原因分析提供了理论基础。之后，本文又从世纪金榜的历史沿革入手，梳理了世纪金榜公司代理人营销模式的选择路径，继而又从渠道选择、促销方式选择、定价选择及组织人员选择四个方面，系统把握了该模式的实施现状，从中挖掘出该模式的问题并做了原因分析，对应性地提出了优化措施。在研究方法上，本文主要采取了文献研究法和案例研究法，注重理论与实践相结合，横向比较与纵向梳理相结合，参照了大量的图书和网络学术资源，对世纪金榜历史运作中的典型案例进行了深入挖掘，在此基础上提出了比较系统的解决方案。　　　通过分析论证，本文形成如下结论：在当前市场环境下，代理商模式作为图书营销的主要模式，是符合行业特点和发展实际的。但是，代理商营销模式还存在着许多问题。解决这些问题，应当从调整组织结构、完善控制机制、改变组织文化入手，更充分地发挥梦想建构的引领作用。相信通过积极的努力，代理商营销模式一定会更加完善，更好地服务于图书销售工作的开展。
英文摘要：	With China's deepening reform publishing , publishers began to introduce another more effective sales channels——Agent system.Through the establishment of different types of cooperation modes and agents，and establish a solid sales relationships formed publishing - Promotion - Sales - all aspects of payment, mutual influence and promote the interests of the chain to jointly cope with the fierce market competition. However, this mode after a long run , there have been many problems.To this end, we propose optimization agency marketing model . 　　　In terms of research , this paper cut from the relevant theoretical perspectives on cultural industries and cultural entrepreneurship characteristics of the product are summarized on the 4 P model and marketing management strategy implementation were explained , provide follow-up research status and problems and analysis a theoretical basis. After the article and from the start bang -century history , combed choose the path Century bang our agent marketing model , and from then channel selection , promotion mode selection , pricing, selection and organization chooses four aspects of the model system to grasp the implementation of the status quo, dig out the problem of the model and do cause analysis , to put forward the corresponding optimization measures .In research methods , this paper took literature research and case study method , focusing on the theory and practice of combining horizontal and vertical comb comparison combining a large number of reference books and a network of academic resources, bang -century history of the operation of a typical case depth excavation is proposed on the basis of systematic solutions. 　　　By analyzing the argument , the paper formed the following conclusions: In the current market environment, the agency model as the main mode of book marketing is in line with the actual characteristics and development industry . However , agents marketing model there are still many problems. To solve these problems , it should be from the adjustment of organizational structure, improve control mechanisms , changes in organizational culture, to more fully play a leading role in the dream construction. I believe that through active efforts , agents will be more perfect marketing model , to better serve the conduct book sales work.
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