【作者】 邹迎九；

【导师】 陆桂生；

【作者基本信息】 广西大学 ， 传播学， 2007， 硕士

【摘要】 新中国成立以来，我国少儿读物的出版得到了巨大的发展，品种数从1950年的466种上升到2005年的9583种。然而，尽管少儿读物的出版品种数一直在增加，但随着市场竞争的不断加剧，近年来我国少儿读物的印数、销售数量和销售金额却起伏不定，与少儿读物出版发达国家的差距也很明显，营销现状令人堪忧。这充分暴露了我国少儿读物出版营销中的观念落后、战略缺失、推广老套、信息不全和组织低效等问题。我国少儿读物出版社要走出目前的营销困境，树立少儿读物整合营销观念，确定整合营销目标，重构整合营销组织，全面整合营销流程，来构建以其消费者为核心，以整合为前提，以互通为目的的整合营销体系，便显得尤为重要。少儿读物出版社可以通过科学制定产品整合策略、价格整合策略、分销整合策略和营销沟通整合策略等，来与少儿读物的消费者建立起长期、稳定的关系，实现少儿读物的整合营销，进而获得长期的经济效益和社会效益。更多还原

【Abstract】 Since the People’s Republic of China was found, the children’s books publishing has developed very greatly, the species number of children’s books publishing rising from 466 in 1950 to 9583 in 2005. However, on the competing the impressions, the sale quantities and the sales of children’s books are being up and down in China in recent years. Furthermore, the gap of children’s books publishing with the developed countries is also evident. The main cause is that there is no advanced idea, an integrated strategy, new marketing methods, overall information or an efficient organization in these presses.In order to come out of the current predicament, it is important for the publishers of children’s books to build up an integrated marketing communication (IMC) system. They should set up the IMC idea, make sure to integrate the marketing targets, redesign the structure of marketing organization and the whole marketing process by using the theory of IMC. They must take their consumers as the core of the whole marketing activity, and communicate with them mutually. At the moment, the publishers of children’s books may implement the IMC strategy by integrating their products, price, outlets and communication strategies. If they establish a long-term and stable relation with their consumers, they will obtain long-term economic and social benefits.更多还原