【作者】 胡其山；

【导师】 吴柏春；

【作者基本信息】 华中师范大学 ， 新闻学， 2004， 硕士

【摘要】 中小学教辅图书作为一种有中国特色的出版物，正日益走向市场化。本文以一个出版者的角度，从三个方面：政策、渠道、品牌入手，剖析它的产生原因、演变趋势、发展思路、壮大条件，冀为教辅出版界提供一些可资借鉴的参考。 教育政策为教辅图书提供了生存的土壤，并决定了其发展的基本方向。素质教育开启了教辅的“助学”时代，新的教辅图书应该形成教师、学生、课本、教育环境四个因素的良性互动，而不只是盯住课本。但中考、高考压力只要依然存在，传统就必须教辅是“助学”里的一个板块，因此助学读物不能承载过多的负荷。从策划的角度来说，守住应试成分，融进新课标的理念，是当前一种必然的选择。 教辅出版由卖方市场向买方市场的转变，使出版商直接面对渠道的争夺，渠道成为决定教辅图书的生命线，而不再是行政指令下的“通道”。另一方面，指令性的区划销售渠道不可能服务于新型教辅自由竞争所需的市场销售格局，助学读物必然主动进入全国范围内的大市场角逐竞争，因此零售店销终将取代垄断的指令发行。在现阶段，单一的发行政策转向多元化的营销网络，应是出版商在渠道选择和建设中的重点。 目前教辅图书市场过度的品种竞争必然进入品牌教辅时代，品牌教辅将成为市场的追捧对象和出版商的主要盈利点。品牌教辅的市场号召力来源于：观念创新、内容创新和形式创新。更多还原

【Abstract】 Learning Aids for primary and middle school students, as a Chinese characteristic publication , have been made for marketing day and day. This thesis analyses the reason from a perspective of publisher in three aspects: the policy, the channel and the brand. By analysesing the reason of its emerging, the trend of its evolving, the idea of its developing and the condition of its expanding, this thesis try to give some valuable suggestions.Educational policies provide learning aids the soil of budding, and at the same time direct its development essentially. Quality education opened a new age of "learning-aiding" of learning aids , so the new learning aids should be in favor of helping teacher, student, textbook, and educational environment acting each other rather than focusing on textbooks. As long as the pressure of entrance-examination does exist, the conventional learning aids would inevitably be a subordinate of textbooks and couldn’t bear too much burden. From a perspective of planning, persevering the elements for entrance-examination and at the same time absorbing the idea of the new course standard may be a better choice.The Learning Aids market’s transforming from the seller’s to the buyer’s, have the publishers face the competition of channel directly, which has become the lifeline, no more the administrative passage, to learning aids. The sectional channel no longer agreeable to the pattern demanded by the free competition of new learning aids, then SHL would inevitably enter the national market spontaneously for competing. So retail channel will finally be the major channel and replace dictate channel.The excessive competition of brands will accelerate the market to a "brand-age". Famous brand will definitely be a favorite of learning aids market, and an important means of making profit by publishers. The enchantment of famous brand lies in three aspects: the idea-innovating, the content-innovating and the form- innovating.更多还原