本文選題：出版業(yè) + 融合發(fā)展��； 參考：《寧夏大學》2017年碩士論文

【摘要】：隨著我國文化體制改革的不斷深化,我國出版業(yè)也進入了持續(xù)發(fā)展的階段,出版行業(yè)競爭日益激烈。除了我國出版業(yè)自身的結構性問題外,以數(shù)字出版技術、互聯(lián)網(wǎng)技術運用為特征的新興出版,國外出版巨頭的進入,民營出版業(yè)的發(fā)展壯大,都給我國傳統(tǒng)出版業(yè)發(fā)展帶來巨大的沖擊。在“十三五”規(guī)劃的未來5年,出版業(yè)圍繞內容創(chuàng)新、服務轉型升級、跨界融合發(fā)展,開展多元化經(jīng)營已成為共識。面對出版環(huán)境的變化,寧夏教育出版社作為地處西北的中小型專業(yè)出版社既要面對挑戰(zhàn),同時也要抓住機遇。本文在文獻研究、案例研究和工作實踐的基礎上,運用產(chǎn)業(yè)發(fā)展理論、營銷理論等,站在企業(yè)營銷創(chuàng)新的角度,借鑒國內外出版單位在多元化發(fā)展背景下的營銷創(chuàng)新研究成果,立足寧夏教育出版社經(jīng)營環(huán)境、市場營銷現(xiàn)狀,結合多元化發(fā)展背景下,新媒體時代出版營銷的特點,對寧夏教育出版社營銷策略進行研究。通過理論聯(lián)系實際地對寧夏教育出版社的經(jīng)營現(xiàn)狀和問題加以分析,總結寧夏教育出版社在經(jīng)營中積累的資源優(yōu)勢、品牌優(yōu)勢,歸納發(fā)展中的瓶頸和不足之處,從而提出切實可行、合理有效的營銷策略措施,達到全面提升寧夏教育出版社營銷能力的目的。文中討論了寧夏教育出版社立足主業(yè),加大對原有品牌的改造升級,以傳統(tǒng)出版與新興出版融合發(fā)展為抓手,實現(xiàn)服務轉型,提升服務品質,延伸產(chǎn)業(yè)鏈的營銷策略,并提出了落實營銷策略的保障措施。對寧夏教育出版社積極應對出版市場變化,擴大企業(yè)盈利能力,實現(xiàn)長期、可持續(xù)發(fā)展,提供借鑒。
[Abstract]:With the deepening of China's cultural system reform, China's publishing industry has entered a stage of sustained development, the publishing industry increasingly fierce competition.In addition to the structural problems of the publishing industry in China, the emerging publishing industry characterized by the use of digital publishing technology and Internet technology, the entry of foreign publishing giants, the development and growth of the private publishing industry.To our country traditional publishing industry development brings huge impact.In the next five years of the 13th Five-Year Plan, the publishing industry has become a consensus around content innovation, service transformation and upgrading, cross-border integration and development, and diversified management.In the face of the change of publishing environment, Ningxia Education Publishing House, as a small and medium-sized professional publishing house located in the northwest, should not only face the challenge, but also seize the opportunity.On the basis of literature research, case study and work practice, this paper uses industrial development theory, marketing theory, etc., from the angle of enterprise marketing innovation, and draws lessons from the research results of domestic and foreign publishing companies under the background of diversified development.Based on the operating environment of Ningxia Education Publishing House, the present situation of marketing and the characteristics of publishing marketing in the new media era, this paper studies the marketing strategy of Ningxia Education Publishing House.This paper analyzes the present situation and problems of Ningxia Education Publishing House by combining theory with practice, sums up the resource advantage and brand advantage accumulated by Ningxia Education Publishing House, sums up the bottleneck and deficiency in the development of Ningxia Education Publishing House.Therefore, practical, reasonable and effective marketing strategies and measures are put forward to improve the marketing ability of Ningxia Education Publishing House in an all-round way.This paper discusses the marketing strategy of Ningxia Education Publishing House, which bases on the main industry, strengthens the transformation and upgrade of the original brand, takes the integration of traditional publishing and new publishing as the starting point, realizes the service transformation, promotes the service quality, and extends the industry chain.And put forward the safeguard measures to carry out the marketing strategy.It provides reference for Ningxia Education Publishing House to actively deal with the changes of publishing market, expand the profitability of enterprises, realize long-term and sustainable development.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G239.22

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