【作者】 肖贵飞；

【导师】 易图强；

【作者基本信息】 湖南师范大学 ， 传播学， 2007， 硕士

【摘要】 在市场经济时代，图书是特殊的商品，学术图书是特殊的商品中的特殊，但它毕竟是商品。也正是因为它是特殊的特殊，在我国由计划经济向市场经济转轨的进程中，学术图书的生产和销售出现了诸多问题，陷入了图书质量下滑、读者买书难、出版单位卖书难的多重困境。这固然与学术图书专业性、理论性、创新性强的本质规定有关，但也与我国经济文化的背景环境有关，与出版单位的经营市场化程度不高有关，与学术图书的市场营销运作不到位有关。这种困境的出现，是多种因素综合作用的结果，如何利用和整合市场的各种资源、促成生产与消费的良性互动成为学术图书生产与流通走出困境的关键，这也正是现代市场营销的核心课题。本文在充分考虑学术图书独特性的基础上，运用市场营销学的理念，结合我国的实际情况，比较学术图书与大众类图书销售模式的差异，梳理影响学术图书销售的各种关系以及学术图书市场推广的策略，由营销切入探讨学术图书走出困境的途径。全文分为六个部分：引言部分简述我国学术图书营销研究的必要性和研究状况，介绍本论文的研究意图与方法。第一章为学术图书营销概述。主要对学术图书营销的有关概念进行界定和说明，阐明学术图书营销与一般图书营销在传播者、营销对象、推广方式上的差异，并在此基础上论述学术图书营销内容为王、创新文本，营销成效延缓，针对性、服务性更强的特征，指出学术图书营销的意义所在。第二章着重分析我国政治、经济、文化、科技等环境要素和学术图书营销的现状。阐述了营销环境方面的不利因素如人口总体文化水平不高、阅读率持续下降以及高校连年扩招、网络技术和即时印刷技术的出现等有利条件；论述当前我国学术图书营销存在的缺乏整体性、人才队伍素质偏低、图书价格偏高、客户服务落后等不足。第三章从学术图书编发关系、学术图书产品策略、渠道建设与管理策略、宣传促销策略、人才策略、打造学术图书品牌六个方面论述学术图书营销的方法与技巧。第四章跳出营销谈营销，廓清与学术图书营销关系密切的几个问题，包括学术风气与学术图书营销的关系、学术图书营销中的政府作为、学术图书营销中的行业联合、学术图书的通俗化与学术普及读物在学术图书传播中的战略意义等问题。结语部分总结论文的基本观点，展望学术图书出版营销的前景。更多还原

【Abstract】 Book especially the academic book is special merchandise in thetimes of market economy, after all it is merchandise. As for this, someproblems of its production and sale, such as the decline of books quality,the difficulties both for readers to buy and publishers to sell, haveemerged in the course of our country economy from planning to themarket. Undoubtedly, the problems are bound to be determined byfundamental regulation of academic books for its professional, theoreticaland creative characteristics, but it is also related to our nation’s uniquecultural atmosphere, the low market requiems of publishers and the lackof good marketing play system. These troubles of academic books resultfrom many factors, and how to utilize the several kinds of marketingresources to push forward a good relationship come across between theproduction and the sale. This is also regarded as the key to way out fromthe dilemma and the most important issue in modem marketing.On the basis of considering the unique characteristics of academicbooks and the present situation in China, through the theory of marketing,this paper discusses the differences between the academic books and themass books, analyzes the relevant strategies which have great effects onselling to point out the possible way to get out of the unsatisfied situation.This paper consists of six parts: the preface states briefly the necessity ofthe study of academic book marketing, introduces its research situation which already have, and points out the aims and methods of this paper.Chapter one is a summary of marketing for academic book. It mainlyinterpretates the relevant definition concerning the academic bookmarketing and illustrates the differences between academic book and thebook in general from the following aspects: the diffuser, the marketingobject, the way to spread. Based on this, it discusses the rule of content asking in academic book marketing, innovating the text, lasting the effect ofmarketing, the features of the powerful pertinence and service, to pointout the meaning of academic book marketing.Chapter two mainly analyzes the present condition of the academicbook marketing, explaining its political, economic, humanistic andscientific factors. Considering the marketing background, it hasdisadvantages, such as the low cultural level for the mass, the lastingdecline ratio for reading and so on. But it also includes its advantages: theincreasing enrollment, the appearance of new techniques both for networkand instant printing.To be specific, there are four disadvantages insituation: lacking an integrated marketing; the low talents quality; thehigh price for book; the outdated consumer service.Chapter three takes a further step to detect the skills for its marketingfrom the following six aspects: the relationship between the edition andpublishing, the strategy of products, the channel building and themanagement tactics, the skill of publicity and promotion, the talents strategy and how to create famous brand for the academic book.Chapter four talks about marketing beyond marketing.It firstly dealwith the problems which have intimate relationship with academic bookmarketing, and that is from the angle of whether the publishing makeprofits or not, the relationship of study morals of book marketing, thegovernment acts in marketing, the combined industry strategy and thestrategic significance for the book to popularize in its spread.The conclusion part clarifies the main points of this paper, andprospects the future of academic book marketing.更多还原