图书推广的营销策略——以《王安江版苗族古歌》市场推广方案为例  

Marketing Strategy for Promoting Books——Taking the marketing program for the Miao Ethnic Guge of Wang Anjiang's Version as an example

作　　者：钟雯[1] 

机构地区：[1]重庆工商大学商务策划学院,重庆400067

出　　处：《贵州工业大学学报（社会科学版）》2008年第2期41-44,共4页Journal of Guizhou University of Technology(Social Science Edition)

摘　　要：《王安江版苗族古歌》是一本极具收藏价值的出版物。书籍介绍了苗族古歌的文化底蕴和王安江本人。并运用市场营销专业知识分析该书面临的各方面问题。先是文化市场现状分析、消费者分析和竞争分析,并运用SWOT分析该书的优劣势、机会与威胁。针对分析结果进行市场定位和市场推广策划。The Miao Ethnic Guge of Wang Anjiang's Version is a publication with great collection value.It introduces the cultural connotation of the Miao Ethnic Guge and Wang Anjiang.Some problems encountered by the publication of the book were analyzed in this article by applying the professional knowledge of marketing into the analysis of the culture market,consumers,and competition.The SWOT analysis was also involved in identifying the advantages,the challenges,the opportunities,and the threats.Market positioning and promotion were carried out based on the results of the analysis.

关 键 词：出版物 SWOT分析 市场定位 市场推广 

分 类 号：G235[文化科学]