论文部分内容阅读
有品牌、有规模的图书分销商在行业市场竞争激烈的情况下,如果能有效实施基于共赢思维的图书营销策略:积极发挥其商流、物流、信息流功能,有选择性地与部分上游出版社、下游经销商进行跨图书供应链的联合,通过对产品、成本、促销、渠道策略的优化,或能打造一条通畅的图书供应链,使图书在流通过程中实现更大程度的增值;并降低自身及图书供应链上各方的成本、提高各方的收益和品牌价值,继而达到强化自身竞争力的目的。
Under the circumstance of fierce competition in the industry, brands and large-scale book distributors can effectively implement book marketing strategies based on win-win thinking: they should give full play to their functions of business flow, logistics and information flow, selectively interact with some upstream Publishers and downstream distributors to cross the book supply chain through books, through the optimization of products, costs, promotions, channel strategies, or to create a smooth supply chain of books, books in circulation to achieve a greater degree of value-added; Reduce the costs of all parties involved in the book supply chain and increase the profits and brand value of all parties, so as to achieve the goal of strengthening their own competitiveness.