【作者】 杨伯勋；

【导师】 熊伟；

【作者基本信息】 对外经济贸易大学 ， 工商管理， 2002， 硕士

【摘要】 新中国成立以来，我国的出版事业得到飞速发展，并取得了举世瞩目的成绩。图书市场发生了根本性的变化，由原来以出版社为主体的卖方市场转向了读者按需选购的买方市场，新的图书市场体系已经建立。但是，由于历史原因，国内出版界普遍重视编辑工作、轻视发行和图书营销，对图书营销策划和营销管理没有给予足够的重视。改革开放以后，出版企业的营销方面遇到很多困难，以至于出现大量图书积压，严重制约和影响出版社的生存和发展。本论文针对出版社营销管理中的“配销渠道”这一专题，对我国现有配销渠道进行了研究。本文首先分析了我国出版社在图书营销方面面临的处境，阐述研究配销渠道的迫切性和现实意义。随后对我国出版社的配销渠道进行了概括性研究，同时对现有图书配销渠道的分类以及基本形式进行了分析。研究中，回顾了图书配销渠道发展的五个阶段，分析出我国图书市场配销渠道存在的诸如：出版社营销观念淡薄，缺乏对渠道的长远战略；缺乏配销层次的分工，配销渠道不能有效升级；营销部门定位模糊，对图书的宣传、推广工作缺乏力度；出版社与配销商的信息沟通不足；营销人力资源匮乏，营销培训机构亟待建立等方面问题。同时揭示出传统的配销渠道所面临的三大挑战。针对配销渠道的存在问题和面临的挑战，本研究在此部分提出要解决存在的问题：必须要对图书配销渠道进行管理、改进和优化，要树立“整体营销”意识，并对图书配销渠道进行全方位维护，要做好配销渠道的控制和协调工作，还应不断合理配置配销渠道的模式、优化配销渠道，敢于不断创新，以及调整<WP=8>好配销渠道各个环节的经济利益等问题。根据国内外图书市场的发展规律和经验，本论文对中国图书配销渠道的发展趋势研究认为：中国图书配销渠道发展为连锁经营、读者俱乐部与直销以及网上书店和网络批发，中国图书出版行业应针对以上发展趋势，及时调整好各自的营销战略，促进民族出版业的繁荣稳定。本研究利用营销学原理，系统、客观而全面地研究了我国图书配销渠道中存在的问题，并用营销学理论指导我国图书企业利用营销学理论来自觉建立和维护自己的配销渠道，对我国出版企业健康发展具有积极指导作用。更多还原

【Abstract】 Following the foundation of new China, our Chinese publishing industry has developed at very fast speed and has achieved a quantum jump from seller’s market based on publishing houses to buyer’s market according to the needs of reader. A new market system has been built up successfully.However, the Chinese publishing houses generally pay more attention to the book’s compile instead of issue and marketing of books because of historical reason. After reform and open to the world, many publishing houses fall in embarrassment of marketing. A large number of books was overstocked which has been endangering the survivorship and development of these presses.This paper aim to the specific topic of book’s distribution and sale channel in publishing houses’ marketing management, to probe the channel which has been established in China.Firstly, the article analyze the status of Chinese publishing houses in book marketing, expatiate the urgency and significance of the research. Then it continue to work over the distribution and sale channel of Chinese publishing house, including the sorting of the channel as well as the analyse of the basic forms.The paper look back the five developing steps of books’ distribution and sale channel, has found the questions exited in this channel. For example, publishing houses don’t have marketing idea and are short of a long term strategy about the channel. Lacking of the dividing in channel level and the channel has no ability to upgrade efficiently. The duty of the marketing department is not very clear, resulting in the noneffective work of advertising and issue. The communication between publishing house and seller is not very good. Be short of human resource and training organization in this channel, etc. At the same time, the paper reveal there are three challenges existing in traditional distribution and sale channel.<WP=10>Face to the existing questions and the challenges in the channel, in order to solve the existing questions, the paper bring forward the methods and opinions, including the distribution and sale channel must be managed, developed and optimized ., the consciousness of whole marketing must be built up, the all - sided maintenance must be served to distribution and sale channel, the works of control and harmony must be well done, the channel model must be configured and optimized logically, pay more attentions to innovation as well as the economic benefit must be adjusted in several parts of the channel.Depending on the developing rule and experience in China and abroad, the paper focus on the research of the trend of the distribution and sale channel, put forward that the Chinese channel must be developed to chain management, readers’ club, face to face sale, online bookstore and the wholesale in Internet,in addition, the Chinese publishing enterprises must adjust their own marketing strategy based on the developing trend, do their best to improve the stabilization and glory of our Chinese national publishing industry.Depended on the theory of marketing, the paper analyses the questions existing in the distribution and sale channel of Chinese book systemically, impersonally and comprehensively. Using the theory of marketing, it wants to direct our Chinese publishing enterprises to set up and maintain their own distribution and sale channel self-consciously. The paper will play an important and active role in healthy development of our Chinese publishing industry.更多还原