本文選題：網(wǎng)絡(luò)分銷(xiāo) + 中介網(wǎng)絡(luò)��； 參考：《浙江大學(xué)》2010年碩士論文

【摘要】： 根據(jù)目前網(wǎng)絡(luò)分銷(xiāo)存在的形式,本文將出版社圖書(shū)網(wǎng)絡(luò)分銷(xiāo)分為兩大類(lèi)：出版社自建網(wǎng)站分銷(xiāo)和中介網(wǎng)絡(luò)分銷(xiāo)。近年來(lái), Internet和電子商務(wù)的飛速發(fā)展給出版社傳統(tǒng)圖書(shū)分銷(xiāo)模式帶來(lái)了很大的沖擊,網(wǎng)絡(luò)分銷(xiāo)形式已經(jīng)被出版社普遍接受和采用。但在網(wǎng)絡(luò)分銷(xiāo)中,目前大多數(shù)出版社自建網(wǎng)站競(jìng)爭(zhēng)力低下,難以達(dá)到預(yù)期效果,還不能作為主要的網(wǎng)絡(luò)分銷(xiāo)模式,中介網(wǎng)絡(luò)分銷(xiāo)仍然是出版社目前主要依賴(lài)的網(wǎng)絡(luò)分析渠道。但是國(guó)內(nèi)目前的圖書(shū)網(wǎng)絡(luò)分銷(xiāo)市場(chǎng)存在著被少數(shù)大型圖書(shū)中介網(wǎng)絡(luò)分銷(xiāo)商壟斷,而廣大中小圖書(shū)網(wǎng)絡(luò)分銷(xiāo)商競(jìng)爭(zhēng)力不足的局面,出版社如何在選擇圖書(shū)中介網(wǎng)絡(luò)分銷(xiāo)渠道時(shí),既確保自身話語(yǔ)權(quán),同時(shí)獲得高質(zhì)量的服務(wù)也就顯得尤為重要。基于管理者如何選擇圖書(shū)中介網(wǎng)絡(luò)分銷(xiāo)渠道這一問(wèn)題,本文展開(kāi)了研究。 本文首先對(duì)國(guó)內(nèi)外在網(wǎng)絡(luò)分銷(xiāo)渠道、圖書(shū)網(wǎng)絡(luò)分銷(xiāo)渠道和出版社圖書(shū)網(wǎng)絡(luò)分銷(xiāo)渠道的選擇這三個(gè)方面的文獻(xiàn)進(jìn)行了研究和總結(jié)。初步提出了影響出版社選擇中介網(wǎng)絡(luò)分銷(xiāo)渠道的八大因素：戰(zhàn)略性、經(jīng)濟(jì)性、供應(yīng)商、管理、技術(shù)、市場(chǎng)、競(jìng)爭(zhēng)者和消費(fèi)者。在此基礎(chǔ)上,通過(guò)前期的訪談,對(duì)各個(gè)因素包含的變量進(jìn)行了細(xì)化,最后分別得出影響出版社選擇中介網(wǎng)絡(luò)分銷(xiāo)渠道的29個(gè)變量,進(jìn)而得到初步的問(wèn)卷量表。通過(guò)小范圍的問(wèn)卷調(diào)研后,對(duì)問(wèn)卷中的一些細(xì)節(jié)進(jìn)行了修正和補(bǔ)充,得到了最終的問(wèn)卷。通過(guò)因子分析,對(duì)前面提出的模型和要素進(jìn)行了修正和改進(jìn),并重新提出了研究假設(shè),最后得出了出版社選擇中介網(wǎng)絡(luò)分銷(xiāo)渠道的五大影響因素：渠道供應(yīng)商、市場(chǎng)、效益、技術(shù)支持和無(wú)形利益。而通過(guò)方差分析,得出被試者本身的基本特征和出版社的基本特征都對(duì)關(guān)鍵因子存在一定的影響。最后,通過(guò)逐步回歸分析,得出中介網(wǎng)絡(luò)分銷(xiāo)的關(guān)鍵因素有五個(gè),按重要性排序?yàn)椋盒б妗⑶拦⿷?yīng)商、市場(chǎng)、技術(shù)支持、無(wú)形利益。 在實(shí)證分析的基礎(chǔ)上,本文最后對(duì)出版社管理者給出了一些建議和意見(jiàn),并對(duì)本文的不足進(jìn)行了總結(jié),對(duì)以后的研究方向進(jìn)行了展望。
[Abstract]:According to the existing form of network distribution, this paper divides the publishing house book network distribution into two categories: publishing house self-built website distribution and intermediary network distribution. In recent years, the rapid development of Internet and electronic commerce has brought great impact to the traditional book distribution mode of publishing houses, and the network distribution form has been widely accepted and adopted by publishing houses. However, in the network distribution, the competitiveness of most publishers' self-built websites is low, it is difficult to achieve the expected results, and can not be used as the main network distribution mode. Intermediary network distribution is still the main network analysis channel that publishers rely on at present. However, at present, the domestic book network distribution market is monopolized by a small number of large-scale book intermediary network distributors, while the vast number of small and medium-sized book network distributors are not competitive enough. How do publishers choose the distribution channels of book intermediary networks? It is particularly important to ensure one's own right to speak and to obtain high-quality services at the same time. Based on the problem of how to choose the distribution channel of book intermediary network, this paper has carried out a study on the network distribution channel at home and abroad. The literature of book network distribution channel and publishing house network distribution channel is studied and summarized. This paper puts forward eight factors that influence publishers' choice of distribution channel of intermediary network: strategy, economy, supplier, management, technology, market, competitors and consumers. On this basis, through the previous interviews, the variables contained in each factor are refined, and 29 variables that affect the publishers' choice of distribution channels of intermediary networks are obtained respectively, and a preliminary questionnaire scale is obtained. After a small scale of questionnaire investigation, some details of the questionnaire are revised and supplemented, and the final questionnaire is obtained. Through factor analysis, this paper modifies and improves the model and factors mentioned above, and puts forward the research hypotheses again. Finally, five factors influencing the selection of distribution channel of intermediary network by publishing house are obtained: Channel supplier, market, benefit, etc. Technical support and intangible benefits. Through the analysis of variance, it is concluded that the basic characteristics of the subjects themselves and the publishing house have a certain influence on the key factors. Finally, through stepwise regression analysis, five key factors of intermediary network distribution are obtained, which are: benefit, channel supplier, market, technical support, intangible benefit. At the end of this paper, the author gives some suggestions and opinions to the manager of the publishing house, summarizes the deficiency of this paper, and looks forward to the research direction in the future.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G235

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 周建存;劉益;;出版社網(wǎng)絡(luò)營(yíng)銷(xiāo)渠道的評(píng)估與選擇[J];科技與出版;2013年10期

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本文編號(hào)：1993109