改革背景下的营销创新——近年来我国出版营销新理论研究现状  

Marketing Innovation of Publishing Industry under System Reformation

作　　者：许洁[1] 

机构地区：[1]武汉大学信息管理学院,武汉430072

出　　处：《出版科学》2010年第3期67-70,79,共5页Publishing Journal

摘　　要：转制后的出版业,面临着更加残酷的市场竞争,改革的成果也将集中地反映在经营效益上。如何在营销上实现突破,成为改革背景下我国出版企业必须思考的问题。在这一背景下,业界和学界在不断发展的营销理论中吸收成果、汲取养分,以更好地指导出版营销实践。从2006年到2009年短短四年的时间里,我国出版营销新理论研究硕果累累,但也存在一些遗憾和不足,本文对这些成就和缺陷进行评述。System transformed publishing enterprises are confronted with fierce competition than ever before, their performance are expressed by economic benefit more directly. In the context of reforming, how to break the ice of traditional marketing and get more turnovers has become the greatest trial to all of them. Therefore, in order to improve marketing skills of the whole industry, both the industry and academic experts have to assimilate the achievements of new marketing theory. From 2006 to 2009, in 4 years of short time, a great achievement has been got in the field of study and application of new marketing theory. However, there are still some defects in their study. This paper discussed and reviewed these achievements and defects.

关 键 词：出版转制 营销理论 创新 

分 类 号：G235[文化科学]