我國民營圖書零售業(yè)的困境與出路

1、 北 京 印 刷 學(xué) 院 碩 士 學(xué) 位 論 文傳 播 學(xué) 專 業(yè)二 ○ 一 三 屆杜 琳 琳中圖分類號： 密級： 碩士學(xué)位論文 我國民營圖書零售業(yè)的困境與出路 我國民營圖書零售業(yè)的困境與出路 Study on the dilemma and outlet of private book retailing of China 專 業(yè)： 傳播學(xué) 研 究 生： 杜琳琳 指導(dǎo)教師： 張養(yǎng)志教授 二〇一三年十月 II ABSTRACT

2、Due to the historical conditions, the technological development, the limited management and other factors, the development of private book retailing is in trouble. In the view of the private book retailing development, t

3、his article combines the relevant theories of economics with the research of private book retailing development. And through the comprehensive analysis of our country’s private book retailing external policy and the comp

4、etition environment, we are trying to find out a more scientific and reasonable countermeasure by analyzing the existing “domestic strife” and “foreign agression” from a macro and a micro perspective. The research idea o

5、f this thesis is under the basis of market structure theory, marketing theory, supply-demand theory in economics. It combines the current development of domestic and foreign private book retailing to give macro and micro

6、 countermeasures and suggestions on how to deal with the difficulties of our private book retailing. As the limited study need and space, the research object of this paper about private book retail on the microcosmic lev

7、el is only limited to the entity bookstore, network bookstore. The distribution of this paper is as follows: the first chapter analyzes the research background and significance, defines the research object combing the re

8、search status at home and abroad, and explains the basic ideas, research methods, research purposes and innovation of this thesis. At last, the thesis reviews the history of private book retailing; the second chapter is

9、the supportting theory of this paper. It defines the economics of market structure theory, supply and demand theory and marketing theory. Combining with the present situation of the retail market, this paper analyzes the

10、 practical significance and value of the theoretical analysis; the third chapter analyzes the existing problems of our private book retailing in the macro and micro level and thoroughly analyzes the cause of the trouble