【作者】 李春成；

【导师】 方卿；

【作者基本信息】 武汉大学 ， 出版发行学， 2004， 硕士

【摘要】 改革开放以来，我国高等教育不断发展，高校教材出版规模逐步扩大；特别是从1999年开始的高校扩招，给高校教材出版注入了巨大生机。相对中小学教材出版而言，高校教材出版没有太多的政策限制，因此，涉足这一领域的出版社不仅数量可观，而且营销意识较强。但是随着新技术的不断发展与我国加入WTO后出版物市场的逐步放开，高校教材营销也面临着一些新问题甚至是新挑战。在这种背景下，对高校教材营销的现状、新环境、过程与策略、发展趋势等进行研究是很有必要的。 全文共分为五个部分。第一部分主要分析了我国高校教材营销的现状和国外高校教材营销的成功经验。第二部分介绍了对我国高校教材营销有重要影响的新环境，即新的教育政策、新的技术条件和新的竞争环境。第三部分详细论述了高校教材营销的主要过程，包括选题策划、渠道管理、宣传促销以及营销的整体计划与管理。第四部分在分析高校教材市场特征的基础上，逐一阐述了高校教材的产品策略、价格策略、渠道策略和宣传促销策略。第五部分主要对高校教材的立体化开发和高校教材的品牌营销这两大趋势进行了介绍。更多还原

【Abstract】 China’s higher education textbook publishing had gradually enlarged its scale with the continuous development of higher education since the reform and opening in 1978 .In 1999, universities and colleges began to increase their enrollments ,so the higher education textbook publishing made great progress. Compared with elementary and secondary education textbook publishing, higher education textbook publishing is less limited and for this reason, a great number of presses participated in this field and came up with a clear conception of marketing. As new technology developed and the publication market was opened after China joined WTO, however, the marketing of higher education textbooks is facing new problems and even new challenges. On this background, it is of great necessity to research the present status, new circumstances, process, strategies and trends of higher education textbook marketing.The dissertation is divided into five parts. The first part introduces present marketing situation of higher education textbooks in China as well as successful experiences abroad. The second part analyzes new marketing conditions in China that higher education textbooks are faced with, including new education policies, techniques and competition status. The third chapter discusses the marketing process of higher education textbooks, including their business-writing, channel choosing, promoting as well as planning and managing in the process. The fourth one expounds product strategies, price strategies, channel strategies and promotion strategies about the marketing of higher education textbooks after analyzing characteristics of higher education textbooks market. The last one mainly introduces two kinds of trends of higher education textbooks, that is multidimensionization and brand marketing.更多还原