电子图书整合营销策略研究

【作者】 周秀霞；

【导师】 卢小宾；

【作者基本信息】 东北师范大学 ， 图书馆学， 2003， 硕士

【摘要】 20世纪90年代以来，伴随着计算机技术、网络技术的进步，传统纸质图书逐步向数字化方向发展。集阅览、存储、检索于一身的电子图书(e-book)，以方便、简捷、大容量、低价格等特点，成为各出版商在图书市场竞争舞台上的一个新的重要筹码。随着社会主义市场经济的发展，图书出版已完成了从卖方市场向买方市场的过渡。在图书出版的买方市场中，营销成为图书出版中的一个重要环节，直接关系着一个出版机构的发展命运。被誉为“互联网下的一座金矿”的电子图书的营销方式，更成为人们日渐关注的问题之一。 迄今为止，学术界对电子图书的发展历程和发展中存在的问题研究者为数不少，但是从营销的角度进行系统分析探讨者微乎其微。为此，本文拟在占有大量详实资料的基础上，从了解电子图书消费者的需求动向的角度出发，运用系统分析法、比较法、归纳法，从市场营销学、图书发行学等多学科、多视角，就这一具有现实意义的问题进行尝试性探讨，提出以整合营销理论指导电子图书的生产和市场开拓，通过实现出版内容资源的整合利用，电子图书生产者、经营者和消费者之间的实时沟通，提高电子图书在市场上的影响力和竞争力，为电子图书产业的发展提供新的突破口。 本文从出版机构的角度出发，采用发现问题、分析问题、解决问题的研究方法，从整合营销的概念、特点入手，分析了目前电子图书营销的现状和发展中存在的障碍，在充分挖掘影响电子图书整合营销的因素的基础上，从电子图书的质量、通路、价格、沟通等几个方面，对电子图书的发展提出了一些策略性建议，并建立了电子图书的整合营销模型。 文章共分五个部分，正文约40，000字，图6，表9。更多还原

【Abstract】 Since 1990s, following the progress of the computer technology and the network technology, traditional paper medium books develop to digitalized direction. The electronic books, which collecting reading, storing and searching into a whole, become a new important chip that publishers held in the competitive books market for the characters of convenient, direct, large capacity and low price, etc., With the development of socialist market economy, the books publishing have transited from seller’s market to buyer’s market, In the buyer’s market of books publishing, marketing becomes an important link of books publishing and influences a publisher’s development destiny. The marketing way of the electronic books which is praised as "a gold mine under Internet" becomes one of the questions that people pay close attention to day by day.Up until now, the academia researches a lot about the course and existing problems of the development of the electronic books, but very few study from the point of marketing. For this reason, based on occupying a large number of full and accurate materials, this thesis sets out from the angle of understanding electronic books consumers’ demand tendency, using systematic analytic approach, comparative approach, sum up approach, discusses the great realistic question from the visual angle marketing, books publishing, etc.It proposes using IMC theory to direct the electronic books production and market open-up, and raising the electronic books influence power and competitiveness on the market by realizing integrated utilizes of the publishing content resources and the prompt communication between the producers, operators and consumers. Its aim is to offer the new breach for the development of electronic books industry.From the point of publishers, This thesis adopts the way of pinpointing the problems, analyzing problems, and solving problems,proceeds with the concept and characteristic of the IMC, analyses the current situation and exist obstacles in the electronic books marketing. From several respects, such as quality, convenience, cost, Communication of the electronic books, etc., the article proposes some tactic suggestion for electronic books development, and sets up a IMC model of electronic books which is based on excavating the influence environmental factor of electronic books marketing.The article divides into five parts altogether, including 38, 000 words of main body, 6pictures and 9 diagrams.更多还原