论文部分内容阅读
本文以微利时代图书出版精细化营销管理体系的构建为题展开论述。首先,分析了图书出版行业利润不断下降的原因。然后,阐述了在图书精细化营销管理中的细化、量化、流程化、协同化指导思想。在此基础上,笔者根据自身经验试图建立一个出版行业精细化管理体系,并分别对该体系中的每个子系统进行了详细的论述。希望可以改善传统图书营销管理中存在的问题,不断实现出版行业的精细化管理,以此来促进该行业的长久、稳定发展。
This article discusses the construction of the book publishing fine marketing management system in the period of low profit. First of all, it analyzes the reasons why the profits of the book publishing industry are declining continuously. Then, it expounds the guiding ideology of refinement, quantification, process and coordination in the book fine marketing management. On this basis, the author attempts to establish a fine management system of publishing industry according to his own experience, and discusses each subsystem in the system in detail. It is hoped that the existing problems in the marketing management of traditional books will be improved and the fine management of the publishing industry will be continuously realized in order to promote the long-term and stable development of the industry.