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我国图书出版业经过近几年的快速发展,市场竞争越来越激烈,已经不再是发行地域的竞争拼抢,而是图书出版理念、营销策略、市场营销网络、文化底蕴的全面抗衡。由于我国的出版社长期处于计划经济的体制之下,在图书营销观念方面只强调图书宣传的社会属性,而忽视了图书作为商品的属性,在图书的销售上也习惯用计划经济的模式运作,局限于用降价策略。随着图书市场竞争的进一步加剧,读者需求的变化,价格的变动已不再是影响图书销售的主要因素,独特、系统的图书营销理念与营销方式已经成为图书销售的方向标。
After the rapid development of the book publishing industry in recent years in our country, the market competition is more and more fierce. It is no longer the competitive competition in the distribution area, but the overall countermeasure of the book publishing concept, marketing strategy, marketing network and cultural connotation. Because our publishing houses are under the system of planned economy for a long time, they only emphasize the social attribute of book propaganda on the concept of book marketing, while ignoring the attribute of book as a commodity. They are also accustomed to the mode of planned economy in sales of books, Limited to the price cut strategy. With the further intensification of competition in the book market, changes in readership requirements and changes in prices are no longer the main factors affecting book sales. Unique and systematic book marketing concepts and marketing methods have become the direction of book sales.