社会主义图书市场策略之我见

• 作 者: 叶伟
• 出 处: 图书发行研究
• 发表日期: 1995年02期
• 关键词: 市场策略 销售渠道 渠道策略 策略组合 价格策略 经营目标 文学艺术类 市场细分 渗透定价 发行权

企业为了达到其市场经营目标,必须恰当地制定市场策略。按照传统的观念,制定图书市场的营销策略仅是图书发行部门的工作,而在社会主义市场经济条件下,市场策略对于出版者和发行者具有同等重要的意义。市场策略组合是指产品、促销、销售渠道和价格等策略的总体,销售渠道策略、价格策略构成了市场策略的核心内容,对正确制定图书市场策略起着至关重要

Enterprises in order to achieve their market management objectives, we must properly develop market strategy. According to the traditional concept, the marketing strategy of developing the book market is only the work of the book distribution department. Under the socialist market economy, the marketing strategy is equally important to the publisher and the publisher. Market strategy portfolio refers to the overall strategy of product, promotion, sales channels and prices, sales channel strategy, price strategy constitutes the core content of marketing strategy, the correct formulation of book marketing strategy is crucial