【摘要】：隨著我國出版業(yè)的不斷開放,出版物競爭日益激烈,這就要求我國出版企業(yè)加強(qiáng)對渠道的重視,科學(xué)設(shè)計渠道結(jié)構(gòu),建立順暢的分銷網(wǎng)絡(luò),把握終端市場。本文以岳麓書社為研究對象,分析渠道現(xiàn)狀,研究渠道問題,應(yīng)用市場營銷的相關(guān)理論對其進(jìn)行結(jié)構(gòu)設(shè)計,旨在解決書社的渠道難題。 本文做了如下工作:第一,整理了岳麓書社的背景資料,進(jìn)行營銷渠道環(huán)境分析及SWOT分析,指出其渠道存在的問題以及渠道設(shè)計的必要性。第二,分析營銷渠道的影響因素,對比現(xiàn)實能力與SWOT分析模型確定的戰(zhàn)略要求的差距,確定岳麓書社渠道改進(jìn)目標(biāo)。第三,依據(jù)渠道改進(jìn)的目標(biāo)和原則,提出了岳麓書社渠道改進(jìn)設(shè)計方案。第四,為促使渠道改進(jìn)方案的有效實施,需要加強(qiáng)岳麓書社營銷渠道管理。最后,提出了岳麓書社渠道管理改進(jìn)的保障措施。 通過研究,本文發(fā)現(xiàn)岳麓書社應(yīng)采取差異化戰(zhàn)略,實施業(yè)務(wù)多元化經(jīng)營。岳麓書社渠道影響特征為市場區(qū)域較集中,中間商、分銷商供應(yīng)能力有限,企業(yè)融資能力有限,組織制度陳舊,缺少綜合素質(zhì)的營銷人才。岳麓書社渠道方案為調(diào)整組織結(jié)構(gòu),建設(shè)企業(yè)文化,鞏固、增強(qiáng)營銷隊伍建設(shè),擴(kuò)充企業(yè)資本,并且輔以提升岳麓書社產(chǎn)品的附加值,改進(jìn)岳麓書社的信息技術(shù)系統(tǒng)等措施,從而全面推進(jìn)岳麓書社渠道升級。 目前,我國出版行業(yè)中,類似于岳麓書社的企業(yè)很多,他們在渠道建設(shè)過程中也面臨著和岳麓書社同樣的問題,如何建立自身的營銷渠道,形成競爭優(yōu)勢?本文的渠道改進(jìn)建議,一方面,對于岳麓書社來說是一次綜合性的思考,通過一定程度地實施本文所提出的營銷渠道策略,能夠幫助岳麓書社達(dá)到提高營銷渠道效率,形成自身核心競爭力的目的;另一方面,也可以作為出版業(yè)同行的參考和借鑒。
[Abstract]:With the continuous opening of the publishing industry in our country, the publication competition is becoming increasingly fierce, which requires our publishing enterprises to pay more attention to the channel, scientifically design the channel structure, establish a smooth distribution network, and grasp the terminal market. This article takes Yuelu Book Company as the research object, analyzes the channel present situation, studies the channel question, carries on the structure design to it by applying the marketing correlation theory, in order to solve the channel difficult problem of the book club. This paper has done the following work: first, collate the background data of Yuelu Book Company, analyze the marketing channel environment and SWOT analysis, point out the existing problems of the channel and the necessity of channel design. Secondly, it analyzes the influencing factors of marketing channel, compares the gap between the realistic ability and the strategic requirement determined by SWOT analysis model, and determines the improvement target of Yuelu Book Club. Thirdly, according to the goal and principle of channel improvement, the paper puts forward the design scheme of channel improvement in Yuelu Book Society. Fourthly, in order to promote the effective implementation of the channel improvement scheme, it is necessary to strengthen the marketing channel management of Yuelu Book Society. Finally, the paper puts forward the safeguard measures to improve the channel management of Yuelu Book Club. Through research, this paper finds that Yuelu Book Company should adopt differentiation strategy and carry out diversified operation. The influence characteristics of Yuelu Book Club are the concentration of market area, the limited supply ability of middlemen and distributors, the limited financing ability of enterprises, the outmoded organizational system and the lack of marketing talents with comprehensive qualities. The channel scheme of Yuelu Book Club is to adjust the organizational structure, build up the enterprise culture, consolidate, strengthen the construction of marketing team, expand the capital of the enterprise, enhance the added value of Yuelu book club's products, and improve the information technology system of Yuelu Book Club, etc. So as to promote the Yuelu book club channel upgrade. At present, in the publishing industry of our country, there are many enterprises similar to Yuelu Book Club. They are also facing the same problems as Yuelu Book Club in the course of channel construction. How to establish their own marketing channels to form a competitive advantage? On the one hand, it is a comprehensive consideration for Yuelu Book Club. Through the implementation of the marketing channel strategy put forward in this paper, it can help Yuelu Book Club to improve the efficiency of marketing channel. On the other hand, it can be used as reference and reference of publishing industry.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G239.23-F

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