数字图书的营销策略

发布时间：2018-01-28 17:10

本文关键词： 数字图书营销策略传统媒体整合营销体验营销　出处：《郑州大学》2011年硕士论文　论文类型：学位论文

【摘要】：20世纪80年代以来,随着电子纸技术、网络技术、电脑技术的发展,数字图书迅猛发展,有着逐渐代替传统纸质图书的趋势,特别是随着数字书阅读器的出现,数字书有了一个更广阔的发展平台。在美国,数字图书出版社和经销商已经开始获得巨大的利润,数字图书也正在成为全世界出版商的的一座新的金矿,关系着他们的发展命运。由于数字图书馆、读书网站、电子阅读器的纷纷涌现,竞争趋于激烈,加之很多人们阅读习惯改变缓慢及不太了解数字图书,数字图书的大力度、全方位营销变得越来越重要、越来越迫切在眉睫。截至目前,学者们对数字图书的定义、优缺点及发展中出现的问题研究较多,但以营销视角进行的整体研究却凤毛麟角。本文尝试在对大量文献内容进行分析的基础上,从分析数字图书的市场状况、分析影响其营销的因素出发,利用内容分析法、比较法、综合法,根据传播学、营销学、图书经济学和发行学等学科知识,对此具有实际应用价值的问题进行尝试性研究,提出用传统媒体营销和网络媒体营销相结合的方法,用整合营销理论指导数字图书的出版和市场占领,通过对现有纸质旧书的数字化整理和优化挖掘、产业链的融合、新市场的开发,大幅度提升数字图书的销售量和盈利能力,为人民幸福的文化生活添砖添瓦。本文以我国出版社和经销商的视角出发,采用提出问题、分析问题、解决问题的思路,先尝试分析数字图书的营销概况,然后详细分析影响数字图书营销的诸多因素,接着概述与数字书营销有关的新型营销理论、网络营销理论,再以4p营销理念中的市场定位、产品、价格、渠道、促销策略试析数字图书的营销策略,最后对教育出版社、大众出版社、专业出版社分别提出一些策略性建议。此论文共分8个部分,正文部分约30,000字
[Abstract]:Since 1980s, with the development of electronic paper technology, network technology and computer technology, digital books are developing rapidly, which is gradually replacing the traditional paper books. Especially with the emergence of digital book readers, digital books have a broader development platform. In the United States, digital book publishers and dealers have begun to make huge profits. Digital books are also becoming a new gold mine for publishers all over the world, related to their development fate. Due to the emergence of digital libraries, reading websites and e-readers, the competition is becoming more and more fierce. In addition, many people's reading habits change slowly and do not know much about digital books, digital books, comprehensive marketing has become more and more important, more and more urgent in the eyebrow ciliary. Up to now, many scholars have studied the definition, advantages and disadvantages of digital books and the problems in their development. However, the overall research from the perspective of marketing is rare. Based on the analysis of a large number of literature, this paper tries to analyze the market situation of digital books and analyze the factors that affect their marketing. Based on the knowledge of communication, marketing, book economics and distribution science, this paper makes a tentative study on the problems with practical application value by means of content analysis, comparative method, comprehensive method and so on. This paper puts forward the method of combining the traditional media marketing with the network media marketing, using the integrated marketing theory to guide the publication and market occupation of the digital books, and through the digitized arrangement and optimization mining of the existing old paper books. The integration of the industrial chain and the development of new markets greatly enhance the sales volume and profitability of digital books and add bricks and tiles to the people's happy cultural life. In this paper, from the perspective of Chinese publishers and dealers, the author tries to analyze the marketing situation of digital books by putting forward problems, analyzing problems and solving problems. Then it analyzes the factors that affect the digital book marketing in detail, then summarizes the new marketing theory related to the digital book marketing, the network marketing theory, and then the market positioning, product and price in the 4p marketing concept. The marketing strategies of digital books are analyzed. Finally, some strategic suggestions are put forward to educational publishing house, public publishing house and professional publishing house. This paper is divided into eight parts, the text of which is about 30,000 words.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G235

【参考文献】