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论文编号：	9408
作者编号：	2120152525
上传时间：	2017/6/21 13:02:08
中文题目：	合作营销视角下图书馆界出版界合作推动全民阅读研究
英文题目：	Research on the cooperation of Nationwide Reading Promotion between Library World and Publishing Circles from the Perspective of Cooperative Marketing
指导老师：	徐建华
中文关键字：	图书馆界；出版界；全民阅读；合作营销
英文关键字：	Library World; Publishing Circles; Nationwide reading; Cooperation
中文摘要：	推动全民阅读已经成为我国重要文化战略之一，2017年全民阅读第四次被写入政府工作报告，并且将原来的“倡导”全民阅读改为了“大力推动”全民阅读，可见党和国家对全民阅读愈发重视。作为全民阅读战略的主阵地，图书馆界和出版界开展了各式各样的合作来推动全民阅读。 本研究综合文献调查法、案例分析法等研究方法对我国全民阅读背景下图书馆界与出版界开展的合作进行梳理。目的是探索图书馆界与出版界如何在互利共赢的前提下，共同推动全民阅读向着更高层次发展。主要内容包括三个方面：1、从理论依据和现实因素两方面分析图书馆界与出版界合作营销原因；2、梳理总结现有图书馆界与出版界合作营销的模式；3、分析图书馆界与出版界在合作推动全民阅读中存在的问题，并提出相应的建议。 针对以上三个问题，本研究得出了以下几个结论：1.图书馆界与出版界开展合作营销，一方面有利益相关者与关系营销的理论依据，另一方面是由图书馆界和出版界在现实中受到的内外部因素影响所决定的。外部因素主要是环境变化带来的竞争与挑战的推动，以及全民阅读推动背景下二者共同使命的召唤。内部因素一方面是图书馆界想向出版界学习营销经验，出版界又想借助图书馆提高经济效益与社会效益，双方为谋求自身发展所促成的合作；另一方面则是双方为更好地推动全民阅读发展，以自身优势弥补对方劣势，因此开展合作。2.现有图书馆界与出版界开展的合作营销模式主要可以分为：慈善捐赠（及慈善基金会）、面向读者的阅读活动、基于交易的紧密合作、数字阅读平台的构建、联合经营和参与治理六种模式；其中慈善捐赠及慈善基金会又可以归纳为慈善阶段的合作营销，面向读者的阅读活动、基于交易的紧密合作、数字阅读平台的构建可以被归纳为交易阶段的合作营销，联合经营与参与治理则是更深层次的整合阶段的合作营销。3.现有图书馆界与出版界推动全民阅读的合作中，存在着五个主要问题，主要集中在慈善阶段和交易阶段：第一，缺乏统筹规划，双方沟通不足；第二，运作流程不规范，前期准备不足；第三，形式化严重，缺乏对读者需求的调研；第四，忽视读者反馈与效果评价；第五，数字阅读方面的合作有待增加。针对以上问题，笔者提出了相应的改进措施，主要有：第一，科学进行统筹规划，建立合作沟通平台；第二，规范运作流程，做足前期工作；第三，充分了解读者需求，科学进行引导；第四，重视数据搜集，建立科学评价机制；第五，注重数字阅读合作，探索创新模式。
英文摘要：	The promotion of Nationwide reading has become one of the important cultural strategy of China. The library world and the publishing circles have carried out various kinds of cooperation to promote Nationwide reading. This paper use document investigation, interviewing investigation and case analysis to explore how the library world and the publishing circles to get win-win situation, and to jointly promote the nationwide reading in China. The main contents of the paper include three aspects:1. Why the library world and the publishing circles carry out cooperative marketing. On the one hand, stakeholder theory and relationship marketing theory provide theoretical basis. On the other hand, it is because the internal and external factors facing by the library world and publishing circles. External factors include two sides, one is the competition and challenges mainly driven by environmental changes, another is the same mission under Nationwide reading promotion. Internal factors also include two sides, one is the needs of self-development, the other is the needs of Nationwide reading promotion.2. The cooperative marketing between the library world and the publishing circles can be summarized as six models: charitable donations (charitable foundation), reader-oriented reading activities, transaction-based close cooperation, digital reading platform construction, joint operation and participatory governance. Charitable donations and charitable foundations can be summarized as charitable level, reader-oriented reading activities, transaction-based close cooperation, digital reading platform construction can be summarized as the transaction level, joint operation and participatory governance can be summarized as resource integration level.3. There are five main problems in the cooperation of Nationwide reading promotion between the library world and the publishing circles, mainly focusing on the charity stage and the trading stage:(1) lack of overall planning and communication, (2) lack of standardized process and pre-prepared, (3) lack of research on the needs of readers, (4) ignoring readers’ feedback and effect evaluation,(5) cooperation on digital reading needs to be increased. In view of the problems, the author puts forward the corresponding improvement measures.
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