随着我国文化体制改革的不断深入，出版业发生了巨大的变化。出版企业在 竞争激烈的图书市场中，不断改善经营管理，使其出版的图书满足目标读者的需 要，并努力使目标读者购买和阅读他们的产品。现今社会，出版企业发展已经不 能由传统市场图书营销模式所指导，因为传统模式在实际的管理工作中有着一些 弊端和局限性。若由传统图书营销模式指导现今图书市场的日常运作，出版企业 发展会因此受到制约。在市场经济条件下，图书市场竞争激烈，这要求出版社的 管理者必须勇于开拓创新，为所在出版社开创新局面。出版社管理者不仅要有热 爱出版的情怀，还要善于营销、专于营销。出版社的管理者经营的出版产品不仅 要满足社会效益，体现社会主义文明；而且要创造经济效益，在复杂多变的图书 市场打赢营销这场硬仗。然而如何做好出版营销，是出版业人士必须探究的问题、 难题。一系列资料和数据表明，DZ出版社在少儿图书营销方面取得了很好的成 绩。DZ出版社在少儿图书营销过程中为什么会成功，其发展过程中的经验值得 所有少儿社学习、借鉴，甚至其他自负盈亏的出版社也可以从其经历中了解成功 的原因，在此基础上，对所在出版社进行一定的研究、分析，做出相应的调整， 制定适合本出版社的营销战略。笔者在实地调查、研究后认识到，DZ出版社的 少儿图书营销策略帮助其童书在市场上站稳脚跟，并获得极大的成功。 本文的研究对象是DZ出版社的少儿图书营销模式，结合DZ出版社少儿图 书的特点，通过对DZ出版社制定的少儿图书营销策略和营销现状进行分析，以 理论为基础，结合实际的销售数据，总结DZ出版社童书营销成功的原因。并从 DZ出版社自身出发，从占领更大的市场份额和稳固少儿图书市场地位的目的出 发，分析其市场定位，最终确定其目标市场的方向。通过对DZ出版社进行研究， 选择少儿类图书作为细分研究对象，通过理论联系实际的方法，运用4P理论以 及PEST分析法对DZ出版社少儿图书营销现状进行了分析，指出了DZ出版社 现有营销策略中，在产品、定价、发行渠道以及宣传促销等方面存在的问题，并 最终给出了针对现有问题的相应改进措施，然后对改进后的策略进行了实施效果 分析，得到了比较好的结果。 关键词：少儿图书；营销策略；定价；销售 北京理工大学硕士学位论文 II Abstract Duetoon-goingdeepreformsofculturalsysteminChina,greatchangeshave takenplaceinthepublishingindustry.Publishingenterprisesexsitinginthe intensivelycompetitivebookmarket,havebeencontinuouslyimprovingmanagement efficienciestomakepublishedbooksmeettheneedsoftargetreaders,andstrivingto maketargetreadersnotonlybuybutalsoreadbooks.Intoday'ssociety,the developmentofpublishingenterprisescannolongerbeguidedbythetraditional marketingmodelofbooks,becausethetraditionalmodelhassomedrawbacksinthe actualmanagementprocess.Ifguidedbythetraditionalbookmarketingmodel,the developmentofpublishingenterprisesishighlylikelytobelimited.Underthe conditionofmarketeconomy,thecompetitionofbookmarketisintense,which meansthatthemanagersofpublishinghousesshouldbeinnovative,andthuscreating newopportunitiesforpublishinghouses.Publishinghousemanagersshouldnotonly haveapassionforpublishing,butalsobegoodatmarketingandspecializedin marketing.Publishingproductsmanagedbypublishinghousemanagersshouldnot onlysatisfysocialbenefitsandembodysocialistcivilization,butalsocreateeconomic benefitstowinthebattleofmarketinginthecomplexandchangeablebookmarket. However,thechanllengeofhowtofinishmarketingjobsexcellentisofgreat importanceforpublisherstobefacedwith.AgreatnumberofdatashowthatDZ PublishingHousehasmadegreatachievementsinbookmarketingofchildren.The reasonwhyDZPublishingHousecouldsucceedinthemarketingprocessof children'sbooksisworthexploringandlearningtootherchildrensocieties.In addition,thosepublishinghouseswithself-financingcandiscoverthereasonsfor DZ’ssuccessfromexperiencesaswell.Basedonthosediscoverments,thepublishing housescouldhavesomeanalysistowardsthecurrentstrategy,hencemakingsome adjustmentstoformulateandimplementthemarketingstrategybasedonpersonal conditions.Afterfieldsurveyandcontinuousresearch,itisrealizedthatthemarketing strategyforchildren'sbooksofDZPublishingHouseplayedansignificantrolein sustainingappropriatemarketshareandachievinggreatsuccess. Therefore,theresearchobjectofthispaperisthemarketingmethodofchildren's booksofDZPublishingHouse.Takingcharacteristicsofchildren'sbooksofDZ PublishingHouseintoaccount,thispaperwillanalysethemarketingstrategyand 北京理工大学硕士学位论文 III currentmarketingsituationofchildren'sbooksformulatedbyDZPublishingHouseto summarizethereasonsforsuccessofmarketingmethodofchildren'sbookofDZ PublishingHousebasedonactualsalesdata.Apartfromthesuccessreasons,internal andexternalenvironmentofchildren'sbooksmarketandadvantagesand disadvantagesofenterpriseswillbeintroduced.FromthepointofviewofholisticDZ PublishingHouse,forthepurposeofmaximisingmarketsharesandstabilizingthe marketpositionofchildren'sbooks,thispaperwillanalyzeitsmarketpositioningand thereforelockingthetargetconsumerseventually.ThroughthestudyofDZ PublishingHouse,thispaperchooseschildren'sbooksastheresearchobjectof subdivision.Throughthemethodofintegratingtheorywithpractice,thispaperuses 4PtheoryandPESTanalysismethodtoanalyzethecurrentsituationofchildren's booksmarketingofDZPublishingHouse,andpointsouttheexistingproblemsofDZ PublishingHouseintheaspectsofproduct,pricing,distributionchannels,publicity andpromotionstrategiesundertheexistingmarketingstrategies.Thecorresponding improvementstrategiesaimingtoaddressexistingproblemsareputforward,andthen theimplementationeffectsoftheimprovedstrategiesareanalyzed,fromwhichgood resultsareobtained. KeyWords:Children'sbook;marketingstrategy;pricing;market 北京理工大学硕士学位论文 IV 目录 摘要..............................................................................................................I Abstract.......................................................................................................II 第1章绪论..............................................................................................1 1.1研究背景.......................................................................................................1 1.2本论文研究的目的和意义...........................................................................2 1.2.1研究目的............................................................................................2 1.2.2研究意义............................................................................................2 1.3国内外研究现状...........................................................................................2 1.3.1国外研究现状....................................................................................2 1.3.2国内研究现状....................................................................................3 1.4研究内容、方法和技术路线.......................................................................4 1.4.1研究内容............................................................................................4 1.4.2研究方法............................................................................................5 1.4.3技术路线..............................................................................................5 第2章相关文献及理论基础.................................................................7 2.1相关文献.........................................................................................................7 2.2市场营销概念及相关理论.............................................................................8 2.2.1市场营销相关概念..............................................................................8 2.2.2市场营销相关理论..............................................................................8 2.3市场营销基本分析方法...............................................................................11 2.3.1PEST分析法.......................................................................................11 2.3.2SWOT分析法.......................................................................................11 2.3.3STP分析法.........................................................................................11 第3章DZ出版社少儿图书营销现状分析............................................13 3.1DZ出版社简介..............................................................................................13 3.1.1DZ出版社的组织结构............