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自1999年高校扩招以来,高校教材市场迎来了快速发展和扩张的机遇,但由于种种不理性营销方式的存在,高校教材市场乱象丛生。要使高校教材获得长远地、可持续地发展,必须在理性的指引下,从既定战略目标入手,进行客观的市场环境分析,制定理性的营销策略,并在实际执行过程中,及时反馈和修正,以创造高校教材的核心竞争力,形成持续的、良性的竞争优势。
Since the enrollment enlargement of colleges and universities in 1999, the market of college textbooks ushered in the opportunity of rapid development and expansion. However, due to the irrational marketing methods, the market of textbooks for colleges and universities is in chaos. In order to make the teaching materials of colleges and universities gain long-term and sustainable development, we must start from the established strategic goals and proceed with the objective market environment analysis and rational marketing strategy under the guidance of rationality. In the actual implementation process, we should timely feedback and correct , In order to create the core competitiveness of college textbooks, forming a sustained, healthy competitive advantage.