【作者】 徐丽；

【导师】 刘拥军；

【作者基本信息】 北京印刷学院 ， 传播学， 2004， 硕士

【摘要】 入世加快了中国出版业的市场化进程，随着国内、国际书业竞争的不断加剧，越来越多的出版人意识到需要按照市场的规则来经营和管理出版社。出版物的营销与宣传作为出版社参与市场竞争的重要手段而被广泛的关注与探讨。本文以理论和案例（北京出版社出版集团）相结合的方法由浅入深地解析我国出版物营销宣传现状、出版物营销要素及其组合、品牌营销等相关问题，探索书业营销规律，从而为出版社的营销管理提供理论指导。无论从微观上，还是从宏观上，营销宣传都是一个各部门环环相扣、紧密联系的系统工程。对于单个出版物而言，如何将内容、装帧设计、价格、媒体宣传、分销渠道等要素组合并统一起来，实现营销宣传效益的最大化将是出版社必须考虑的问题。而对于整个出版社的发展战略而言，如何树立品牌形象及确定营销重点则是最为关键的。所有的这些都需要科学的营销理论来加以指导。刚刚开始市场化运作的中国出版业对待营销宣传的地位与运用不可避免的存在一定的偏差。因此，把营销作为一门科学来对待，建立起具有中国特色的书业营销体系就迫在眉睫了。理论体系的构建无疑将加速中国出版业在营销道路上的前进步伐，出版社从而能更快更好的适应激烈的市场竞争，不断地壮大和发展。更多还原

【Abstract】 The entry of the WTO had accelerated the market-oriented process of the Chinese publishing business, with the constant aggravation of the competition of international book industry, more and more publishers are realizing that they should manage publishing houses according to the market’s rules. Considered as an important means by which the publishing houses participate in the market competition, marketing and propaganda of publication are at extensive concern and discussion. With a method of combining theories with cases, this paper analysis the current situation of our country’s publication marketing and propaganda, the key elements of publication’s marketing and their combination, and marketing of the brand, etc. It also probe the marketing law of the book industry, I hope it can offer the theoretical direction for marketing management of the publishing house.From macroscopic perspective to microcosmic perspective, marketing and propaganda is system engineering in which each department ring is all linked with and close to one another. As far as a individual publication is concerned, how to make up and unify the content, design and bind, media propaganda, price, and distribution channel then fulfill the maximization of marketing and propaganda benefit will be the question that the publishing house must be considered. As to the entire development strategy of the publishing house, the most important thing is that how to establish brand image and determine the key facet of marketing. All these need scientific marketing theories to be guided.At the beginning of market-oriented operation, the Chinese publishing business unavoidable has some deviations when treating the status and application. Therefore, it is extremely urgent to treat marketing as a discipline and set up the marketing system of book with distinct Chinese characteristics. The structuring of theoretical system will undoubtedly accelerate paces of advancing on the marketing road of Chinese publishing business, thus publishing houses can adapt to the fierce market competition more quickly and better and grow and develop constantly.更多还原