中小學教輔圖書營銷策略研究.pdf

1、武漢理工大學碩士學位論文中小學教輔圖書營銷策略研究姓名：聞志法申請學位級別：碩士專業(yè)：傳播學指導教師：漆詠德201105武漢理工大學碩士學位論文AbstractWi也thedevelopmentofmarketeconomy，theproductnolongerhastimetogo，replacedbyaproductoversupplyandfiercecompetitionSinceproductdifferentiationha

2、sbeennotenoughtohelpenterpriseswinthemarketmarketinghasincreasinglyshownitsinfinitecompetitivenessThispaperiscarriedoutunderthisideafromthe4Pmarketing：theproductchannel，priceandpromotionofsupplementarybooksinfourareas，to

3、exploreandstudythefeasibilityandproposecountermeasures(1)Productq吼時Withtherampanthomogenizationinthesupplementarybookmarketonlytheoptimizationoftopics，marketsegments，andintrinsicqualitycanpromotethecompetitivenessofprodu

4、ctsinthemarketing(2)ChannelThetransitionofSupplementarybooksleadstoachangeintheiroriginalmarketingchannelsSoonlytointegratechannelresources，unitingnetworktypechannels，unifyingthechainsoftheinterestsofmembersCanpromoteboo

5、ksalesofthesupplementarypathway(3)PriceOnlythroughtheimprovementofthepricingmechanisms，supervisingbodiesandthelegalsystemCanfundamentallyeliminatethe，‘hi曲pricehi曲discount’phenomenonamongsupplementarybooks(4)PromotionAnef

6、fective璐eofpromotionaltoolsandavarietyofchannels，勰wellasmediabasedontheconsumersemotionalappealingcanattractandCapturethereaderseye，andcausetheirpsychologicalresonance，andeventuallyresultintheirpurchasebehaviorTherearefi

7、vechaptersinthispaperChapterOneistheIntroductionreviewingtherelatedresearchaccomplishmentsandclarifyingtheaimandsignificanceofthispaper；theSecondChapterdiscussesthequalityofsupplementarybooks，themainproblemsandtheircause

8、s，andputforwardsomefeasiblecountermeasures；theThirdChapterdiscussesthechangesandproblemsexistinginthesupplementarybookschannelandproposesintegratedmarketingcountermeasures；theFourthChapterdiscussesthesystemofthesupplemen

9、tarybooks，”highpricehighdiscount“phenomenonandthecorrespondingmeasurestosolvetheproblem；theFifthChapterfocusesonthemarketingstrategiesconcerningconsumersandthemiddlemenpressofsupplementarybooks；thencomestheConclusionKeyw