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美国著名营销专家尤金·麦卡锡于上世纪60年代提出了著名的4P营销组合理念,即产品、价格、渠道和促销,长期以来风靡全球。而产品在这个营销组合中处于核心位置,具体到出版业而言,图书能够满足读者知识和文化等精神层面的需要是其立身之本,我们讨论一切图书营销的问题当然也应当从其产品--图书谈起,否则便成了无源之水、无本之木。读者的阅读体验最终需要通过图书以及相关服务来实现,而图书的价格策略、渠道策略和促销策略仅仅是在产品策略的基础上衍生而来的,其根本目的都是为了让图书的使用价值能够得到更好的实现。
Well-known marketing expert Eugene McCarthy in the 1960s put forward the famous 4P marketing mix philosophy, that is, products, prices, channels and promotions, has long been popular in the world. And the product is at the core of this marketing mix. To the publishing industry in particular, the book can meet readers’ needs of the spiritual and cultural knowledge is the foundation of its own, of course, we discuss all the issues of book marketing, of course, should also be from its products - - Talking about the book, otherwise it has become a passive water, no wood. The reader’s reading experience ultimately needs to be achieved through books and related services. The book’s price strategy, channel strategy and promotion strategy are merely derived from the product strategy. The fundamental purpose of the book is to make the book use value Get better implementation.