摘要
摘要
近些年来，随着图书数字化转型升级进度的加快以及出版单位转企改制工作
的推进，图书出版模式和市场营销环境已经发生了巨大变化。电子出版物冲击着
传统的大众阅读方式及图书销售模式，微博售书、微信公众号售书、网络主播带
货、抖音和快手售书等多维度图书销售也深刻影响着传统售书模式，这些都给出
版企业可持续发展带来了前所未有的挑战。中小型专业出版社不仅要应对转型升
级的压力，也要承受新型出版方式、销售策略的转变的冲击。当前多数中小型专
业出版社仍存在着产品策划能力欠缺、客户需求未重视、市场反应能力不足等系
列问题。
本文选择具有代表性的 H出版社作为研究对象，首先对 H出版社的营销策
略问题及原因进行了深入调研和分析，介绍 H出版社的营销现状和市场营销战
略，通过宏观环境 PEST分析，微观营销环境分析，结合“4P”、“4R”营销理论，
总结 H出版社在营销策略方面的优化建议，最后为 H出版社的营销策略优化提
出实施构想和可行性措施。通过研究认为 H出版社存在的主要问题是图书策划
缺乏统一的规划和管理、市场反馈机制不成熟和新媒体销售投入力度不够等。通
过对 H出版社营销策略优化分析后认为，H出版社打破现有格局需要通过实行
黄河图书精品化产品策略、建立和有效管理客户资源库、加大对市场需求的应激
能力和提升新媒体销售硬实力等多重措施，建立企业与客户双赢的发展机制，才
能实现 H出版社的长远、可持续发展。
本文以 H出版社为视角，以“4P”、“4R”营销理论为指导，结合 H出版社
的营销现状，对 H出版社营销策略进行优化，尝试在出版领域中对营销理论进
行实践创新。根据“4P”、“4R”营销理论提出的 H出版社营销策略优化方案对
于中小型专业出版社、其他类型的企业都具有一定借鉴意义。
关键词：H出版社;营销组合策略;4R理论
I
ABSTRACT
Research on marketing strategy optimization of H
Publishing House
ABSTRACT
In recent years, with the acceleration of the transformation and upgrading of
book digitization and the promotion of the transformation of publishing units into
enterprises, great changes have taken place in the mode of book publishing and the
marketing environment. Electronic publications are impacting the traditional public
reading mode and book sales mode. The multi-dimensional book sales such as Weibo
book sales, wechat official account book sales, network anchor carrying goods, Tiktok
and Kwai marketing also have a profound impact on the traditional book sales mode,
which have brought unprecedented challenges to the sustainable development of
publishing enterprises. Small and medium-sized professional publishing houses
should not only deal with the pressure of transformation and upgrading, but also bear
the impact of the transformation of new publishing methods and sales strategies. at
present, most small and medium-sized professional publishing houses still have a
series of problems, such as lack of product planning ability, lack of attention to
customer needs, lack of market response ability and so on.
This paper selects the representative h publishing house as the research object.
Firstly, it makes an in-depth investigation and Analysis on the marketing strategy
problems and reasons of H publishing house, introduces the marketing status and
marketing strategy of H publishing house, and summarizes the optimization
suggestions of H publishing house in marketing strategy through macro environment
PEST analysis, micro marketing environment analysis and "4P" and "4R" marketing
theory, Finally, it puts forward the implementation ideas and feasible measures for the
optimization of marketing strategy of H publishing house. Through the research, it is
considered that the main problems of H publishing house are the lack of unified
planning and management of book planning, immature market feedback mechanism
and insufficient investment in new media sales. Through the optimization analysis of
the marketing strategy of H publishing house, it is considered that breaking the
existing pattern of H publishing house needs to establish a win-win development
III
华北水利水电大学硕士学位论文
mechanism between enterprises and customers through multiple measures, such as
implementing the high-quality product strategy of Yellow River books, establishing
and effectively managing the customer resource base, increasing the stress ability to
market demand and improving the hard strength of new media sales, so as to realize
the long-term and sustainable development of H publishing house.
From the perspective of H publishing house, guided by the "4P" and "4R"
marketing theory, combined with the marketing status of H publishing house, this
paper optimizes the marketing strategy of H publishing house, and tries to innovate
the marketing theory in the publishing field. The marketing strategy optimization
scheme of H Publishing House proposed according to the "4P" and "4R" marketing
theory has certain reference significance for small and medium-sized professional
publishing houses and other types of enterprises.
Key words: H Publishing house;Marketing mix strategies;4R Theory
IV