经管类图书的营销策略研究

Abstract

近年来，经管类图书市场迅猛发展，成为图书市场重要的细分门类，为满足大众对经管知识的需求做出了巨大贡献，客观上也促进了社会经济文化的持续快速发展。 本文以经管类图书为研究对象，主要采用文献分析、个案分析的方法展开，从现状分析入手，结合经典案例，从实践到理论再到实践，从个别到一般再到个别，试图通过对经管类图书营销策略的系统研究，在丰富图书营销理论研究的同时，为我国经管图书市场的营销运作提供参考和借鉴。 本文以4P理论为基础构建研究框架，首先考察了经管类图书营销的宏观环境，其次分析总结了经管类图书出版现状和营销中所存在的问题，最后分别从产品策略、价格策略、渠道策略和促销策略四个方面提出建议和对策...

In recent years, Chinese economics and management books rise quickly and become one of important sub-categories of the book market. As a result, they not only meet the needs of economics and management knowledge of people, but also promote the sustained and rapid development of Chinese society, economy and culture. In this paper, the main research objects are economics and management books. And t...