【作者】 胡发智；

【导师】 王战平；

【作者基本信息】 华中师范大学 ， 情报学， 2002， 硕士

【摘要】 当前世界经济正向着全球化、网络化、信息化发展。随着我国社会主义市场经济体制的建立和即将加入WTO，经济信息的收集、研究、开发、利用，是发展经济、适应市场竞争，提高经济效益的有效途径。图书企业是我国经济工作的一部分，探讨经济信息在图书营销策略中的应用，是经济理论和书业界面临的一个重要课题。 本文在前人已有研究成果基础上，运用经济学、管理学、信息学、市场营销学等基本理论，就经济信息在图书营销策略中的应用方法、应用现状及对策等方面作了初步探讨。本文首先揭示经济信息与图书营销的内涵，阐述了经济信息在图书营销策略中的重要作用；其次，从图书产品策略、图书价格策略、图书营销渠道策略、图书促销策略、图书市场开发策略等五个方面具体论述了经济信息的应用；然后联系实际，分析经济信息在我国图书营销的应用现状，并针对存在的弊端，提出了图书营销有效应用经济信息的五项基本对策，以提高现代书业营销管理水平，取得最佳经济效益与社会效益，促进图书市场繁荣、图书企业顺利发展。更多还原

【Abstract】 The world economy is heading towards globalization along with the development of internet and information. With the forming of the socialist market economy in China and its upcoming entrance into WTO, the collecting, studying, developing and utilzing of eonomic information becomes an effective way of improving economy, adapting to market competition and achieving better economic effeciency. Book industry being one important part of China’s economy, it is very important for people studying theories of economy and those in book industry to probe into the application of economic information to the strategies of book marketing.Drawing on the research achievemants already made,the present paper employs the fundamental theories of economics,management science,informatics and marketion to launch an initcal probe into the methods,the present sitration and the strategies in the application of economic information to book marketing. Firstly,the paper discusses the connotations of economic information and book marketing,and then the important role of economic information in the strategies of book marketing. Secondly,it examines the application of econmic information from five aspects :the strategies in book production,price,marketing channels.sales promotion and market development. Thirdly,the paper analyzes China’s present sitration in the application of economic information to book marketing. With the existing problems in mind,the writer of the present paper puts forward five basic suggestions,aiming at improving the management of modem book industry,achieving greater economic and social effeciency,and advancing the development and prosperity of book industry.更多还原