出版科学 ›› 2007, Vol. 15 ›› Issue (2): 76-.

• 发行学 发行工作 • 上一篇    下一篇

出版社在图书营销中的区隔构建

毛菁华   

  1. ( 青岛科技大学传播学院,青岛,266061)
  • 出版日期:2007-03-15 发布日期:2007-03-15
  • 作者简介:毛菁华,女,青岛科技大学传播学院。

  • Online:2007-03-15 Published:2007-03-15

摘要:

图书库存量持续上升和读者“ 买书难” 现象并存, 反映了出版社在图书营销中没有形成有效的
区隔, 主要表现为: 产品低水平重复生产过剩, 促销手段模式化, 营销传播缺乏针对性和创新性。 因此, 出版
社在营销中应注重以对市场的细分构建读者区隔, 以对市场专长的清晰界定构建产品区隔, 以策略性的传达构
建营销传播区隔。

Abstract:

The phenomena that the book stocks keep on ascension while it is still difficult for readers to buy books
show the problem that there is no effective segment in book marketing in publishing houses. It can be seen from the
low-level overproduction of books, the same models of sales promotion and no innovation in marketing spreading.
Therefore, publishing houses should make a point of setting up reader segment by subdividing marketplace, setting up
product segment by defining the market predominance clearly, and setting up marketing spreading segment by transferring information tactically.