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论文编号：	9236
作者编号：	2120142620
上传时间：	2017/6/13 13:20:53
中文题目：	WJ出版公司少儿图书品牌营销策略研究
英文题目：	Research on WJ Publishing Company’s Children Books Brand Marketing Strategies
指导老师：	许晖
中文关键字：	媒体融合；WJ出版公司；少儿图书；品牌营销
英文关键字：	Media convergence WJ’s children books Brand marketing strategy
中文摘要：	作为我国图书出版市场最重要的组成部分，少儿图书出版已经成为近年来图书细分市场中成长最快、竞争最激烈的一个领域。随着少儿图书市场在销售规模、图书质量、参与者数量等方面的增长逐年上升，我国正朝向少儿图书出版大国的方向迈进。2015年，国家在“十三五”规划中将文化产业提升至“国民经济支柱”的高度，无疑为少儿图书市场的蓬勃发展提供了强大政策推力，加之“二胎”政策松绑所带来的良好市场预期，未来几年里少儿图书的市场需求将达到空前的水平。 然而，在市场预期和政策双重利好的背景下，我国少儿图书出版领域却仍存在很多令人焦虑的负面因素，如：内容同质化严重、图书质量良莠不齐、单本图书边际利润下降、品牌化程度较低等等。这些问题的存在无疑会阻碍少儿图书市场良性发展，甚至对我国少年儿童的健康成长造成不利影响。尤其在媒体融合的大背景下，内容的传递方式发生重大变化，数字化终端设备正逐渐改变着读者的阅读目的、阅读习惯和图书消费行为。原有的图书出版价值链在不断被新旧媒体的融合所打破，传统的图书发行终端在互联网的冲击下优势不再。就出版企业而言，传统的单纯依靠发行端销售图书的模型已经无以为继，如何在机遇和挑战面前调整经营策略占领市场是每个少儿图书市场竞争参与者都急迫想要解决的问题。WJ出版公司作为其中一员，同样面临着营销策略单一、市场竞争优势不明显的劣势。 本文通过对WJ出版公司在媒体融合大背景下少儿图书产品的经营现状进行分析，结合国内外品牌营销策略理论的梳理，设计出了一套较为完整的针对该公司“最小孩”系列儿童图书的品牌营销策略，包括：产品重新定位、品牌建立、品牌延伸、品牌推广等环节，并以服务营销中的部分理论为基础为上述策略提出了保障措施。 希望借此为WJ出版公司在少儿图书产品领域打造以品牌为核心的市场竞争力。
英文摘要：	At present, as an important component of the whole publishing market, children books publishing has become the fastest-growing segment of the publishing market in China. Along with the raise of sales volume and competitors ‘quantity, children books publishing is leading the country to publishing power forward. The market demand booming, especially after government appointed culture industry to be the mainstream industry in the 13th Five-year plan, is predicting a bright future of the children books market. However, there are problems existing in the field that are inhibiting the healthy development or even affecting kids’ best growth, for example the homogeneity and low brand marketing strategy etc. Plus, the media convergence sparked off by internet technology is weakening the profit ability of the publishing company by changing people’s reading habit and purchasing behavior. As the forms of media fixing together, it impacts the traditional business mode very much in a negative way that the superiority and initiative of the sale channels is losing. Anyhow, the value chain of book publishing is rebuilt and most of the publishing companies manage afterwards hard. WJ publishing company shares certain question of marketing strategy deficiency as other company does and how to find out the way to innovate the marketing strategy and gain a foothold in the children books market are the priorities. This paper brought a solution to the above problems -- the series of Zui Xiaohai children books brand marketing strategy based on the studying of WJ’s current marketing situation and brand marketing theories. The strategy comprised four parts as product positioning, brand establishment, brand extension and promotion. Besides a whole coping tactics in the regard proposed, also the safeguards built round the existing service marketing theory are presented. WJ publishing company‘s core competitiveness will be created hopefully after the implementation of the brand developing strategy.
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