我认为MBA教育对于出版业来说并不是纸上谈兵,教程虽然不是专门针对出版而设,然而所有事物都有它的共性,基本的普遍适用的规律不会改变。以我个人为例,自从去年7月MBA课程学习完毕之后,回到单位参与了《伴你同行》下半月版《车世纪》的创办,从产品和市场的角度,我们首先考察目前的市场上同类杂志有哪些,各自有什么定位特点,价格如何,采取什么样的销售渠道,广告版面的定价如何,以及常用的促销方式等等,从而找到市场的切入点和差异性,制定出我们杂志的价格策略、渠道策略、广告策略和促销策略。或许这一系列问题在平时也会考虑到,有关这方面知识的书也到处都是,但MBA的内涵更精深、更系统,既有思辨层面的,也有操作层面的,通过这种综 I think that MBA education is not a piece of paper for the publishing industry. Although it is not specifically designed for publishing, everything has its own commonalities. The basic law of universal application will not change. In my case, since the MBA program was completed in July last year, I came back to my unit to participate in the founding of the second half of the “Century of the Century,” with you and colleagues. From a product and market perspective, we first examine the current market What are the similar magazines, what are their own positioning characteristics, how the price, what kind of sales channels to take, how to price advertising layouts, and commonly used promotions, etc. to find the entry point of the market and the differences, to develop our magazine Price Strategy, Channel Strategy, Advertising Strategy and Promotion Strategy. Perhaps this series of questions will usually take into account the book about knowledge in this area are everywhere, but the content of the MBA more profound, more systematic, both speculative level, but also operational level, through this comprehensive