近代浙江出版家的市场营销策略研究——以陆费逵为例  

Research on Marketing Strategies of Modern Zhejiang Publishers——Taking Lu Feikui as an Example

作　　者：夏慧夷[1] 

机构地区：[1]浙江农林大学,浙江临安311300

出　　处：《湖北广播电视大学学报》2015年第3期46-49,共4页Journal of Hubei Radio & Television University

基　　金：绍兴市哲学社会科学规划重点课题"近代绍兴出版家群体研究"(125556)

摘　　要：出版行为是文化性和商业性的统一,经营水平直接决定了出版企业的影响力和档次。中华书局创办人陆费逵的经营管理才能在近代浙江出版家群体中较为突出,他在长期的出版实践中,探索出一套行之有效的市场营销策略,与现代市场营销理论具有内在的契合,具体包括:差异化的产品策略、灵活化的价格策略、多元化的渠道策略、专业化的促销策略。陆费逵的营销策略表现出相当的经营眼光和责任担当,值得当代出版人学习借鉴。Publication is the unity of culture and commerce. The management of publication directly determines the influence and level of the publishing house. Lu Feikui, funder of Zhonghua Book Company, has demonstrated his outstanding management in the modem Zhejiang publishing industry. In the long-term practice, he has explored a set of effective marketing strategies, which were closely connected with the modem ones. They include： differentiated product strategy, flexible price strategy, diversified channels, and specialized promotion strategy. Lu Feikui＇s marketing strategies have shown his considerable business visions and responsibilities. They are worth learning for the contemporary publishers.

关 键 词：陆费逵 市场营销策略 中华书局 近代浙江出版家 

分 类 号：G239.29-F[文化科学]