多元化发展背景下宁夏教育出版社营销策略研究

发布时间：2018-04-14 09:11

本文选题：出版业 + 融合发展　；参考：《宁夏大学》2017年硕士论文

【摘要】：随着我国文化体制改革的不断深化,我国出版业也进入了持续发展的阶段,出版行业竞争日益激烈。除了我国出版业自身的结构性问题外,以数字出版技术、互联网技术运用为特征的新兴出版,国外出版巨头的进入,民营出版业的发展壮大,都给我国传统出版业发展带来巨大的冲击。在“十三五”规划的未来5年,出版业围绕内容创新、服务转型升级、跨界融合发展,开展多元化经营已成为共识。面对出版环境的变化,宁夏教育出版社作为地处西北的中小型专业出版社既要面对挑战,同时也要抓住机遇。本文在文献研究、案例研究和工作实践的基础上,运用产业发展理论、营销理论等,站在企业营销创新的角度,借鉴国内外出版单位在多元化发展背景下的营销创新研究成果,立足宁夏教育出版社经营环境、市场营销现状,结合多元化发展背景下,新媒体时代出版营销的特点,对宁夏教育出版社营销策略进行研究。通过理论联系实际地对宁夏教育出版社的经营现状和问题加以分析,总结宁夏教育出版社在经营中积累的资源优势、品牌优势,归纳发展中的瓶颈和不足之处,从而提出切实可行、合理有效的营销策略措施,达到全面提升宁夏教育出版社营销能力的目的。文中讨论了宁夏教育出版社立足主业,加大对原有品牌的改造升级,以传统出版与新兴出版融合发展为抓手,实现服务转型,提升服务品质,延伸产业链的营销策略,并提出了落实营销策略的保障措施。对宁夏教育出版社积极应对出版市场变化,扩大企业盈利能力,实现长期、可持续发展,提供借鉴。
[Abstract]:With the deepening of China's cultural system reform, China's publishing industry has entered a stage of sustained development, the publishing industry increasingly fierce competition.In addition to the structural problems of the publishing industry in China, the emerging publishing industry characterized by the use of digital publishing technology and Internet technology, the entry of foreign publishing giants, the development and growth of the private publishing industry.To our country traditional publishing industry development brings huge impact.In the next five years of the 13th Five-Year Plan, the publishing industry has become a consensus around content innovation, service transformation and upgrading, cross-border integration and development, and diversified management.In the face of the change of publishing environment, Ningxia Education Publishing House, as a small and medium-sized professional publishing house located in the northwest, should not only face the challenge, but also seize the opportunity.On the basis of literature research, case study and work practice, this paper uses industrial development theory, marketing theory, etc., from the angle of enterprise marketing innovation, and draws lessons from the research results of domestic and foreign publishing companies under the background of diversified development.Based on the operating environment of Ningxia Education Publishing House, the present situation of marketing and the characteristics of publishing marketing in the new media era, this paper studies the marketing strategy of Ningxia Education Publishing House.This paper analyzes the present situation and problems of Ningxia Education Publishing House by combining theory with practice, sums up the resource advantage and brand advantage accumulated by Ningxia Education Publishing House, sums up the bottleneck and deficiency in the development of Ningxia Education Publishing House.Therefore, practical, reasonable and effective marketing strategies and measures are put forward to improve the marketing ability of Ningxia Education Publishing House in an all-round way.This paper discusses the marketing strategy of Ningxia Education Publishing House, which bases on the main industry, strengthens the transformation and upgrade of the original brand, takes the integration of traditional publishing and new publishing as the starting point, realizes the service transformation, promotes the service quality, and extends the industry chain.And put forward the safeguard measures to carry out the marketing strategy.It provides reference for Ningxia Education Publishing House to actively deal with the changes of publishing market, expand the profitability of enterprises, realize long-term and sustainable development.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.22

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