出版科学 ›› 2021, Vol. 29 ›› Issue (1): 63-.

• 发行学 发行工作 • 上一篇    下一篇

出版服务营销学的提出及其理论体系建构

  

  1. 武汉大学信息管理学院
  • 出版日期:2021-01-15 发布日期:2021-01-27
  • 作者简介:梁超，武汉大学信息管理学院 2013 级博士生。

The Introduction of the Discipline of Publishing Services Marketing and the Construction of Its Theoretical System

  1. School of Information Management， Wuhan University
  • Online:2021-01-15 Published:2021-01-27

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摘要：

出版业的服务化转型在最近几年成为热点，图书营销理论需要随之创新。本文首先提出
出版服务营销学这一学科名称，其次将可借鉴的服务营销学理论体系划分为服务逻辑派、服务质量
派、顾客价值派与顾客关系派四大类，并初步建构出版服务营销学的理论体系，最后归纳当代出版
服务营销实践的九个特定领域，以备将来将其融入该理论体系中。

关键词:

Abstract:

The service-oriented transformation of the publishing industry has become a hot topic in
recent years. The theory of book marketing needs to be innovated with the trend. In the article, at first,
the discipline name of publishing services marketing is put forward. Then, the theoretical systems of
services marketing theories for reference are divided into four categories: service logic, service quality,
customer value and customer relationship, and the theoretical system of the new discipline is roughly
established. Finally, nine specific fields of contemporary publishing services marketing practices are
summarized, whose integration into the theoretical system in the future is expected.

Key words:

Publishing knowledge service Service dominant logic

中图分类号: 

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