【作者】 张晓东；

【导师】 王德胜；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 教辅产品是中国特有教育制度下的产物,是教师巩固课堂教学成果的必要辅助材料,也是学生吸收掌握教材知识,熟悉各类考试模式的必需品。经过近三十年的发展,我国教辅市场销售额已达到300亿,品种上百万种,全国586家出版单位,超过500家的出版社业务板块涉及教辅的出版和经营工作,这其中,超过半数的出版社教材教辅收入在主营业务收入中的占比超过60%,利润超过70%。由于轻资产、行业壁垒低、资金回笼及时等特点,教辅出版一直受到出版商的青睐,但同质化、更新慢、质量良莠不齐、市场恶性竞争、重“跑关系”,轻市场化营销策略等普遍性的问题也广受诟病,教育行政部门、新闻出版行政管理部门以及出版商一直在寻求解决之道。本文从教辅管理政策、市场现状、发展趋势的角度,结合SDP公司的工作实际,运用文献研究法、案例研究法、实地调查法,通过收集和整理相关文献研究资料,学习和了解教辅图书市场营销领域已经取得的各项研究成果;通过实地走访出版社、新华书店教育图书发行公司、文化市场、各地书城、校园书店和民营书店、教育行政管理部门和中小学校,查访目前教辅市场存在的问题;结合笔者在教辅出版行业的工作经历,探寻问题背后的深层次原因。研究发现,市场定位不清晰,对新教学模式的适切性以及客户的便利性需求研究不够、新技术运用少、营销手段单一、渠道组合应用挖潜不够是主要原因,本文尝试给出不同营销策略组合,主要有高质量的产品策略、差异化折扣定价策略、渠道组合策略、促销多样化策略等,促进SDP公司所属出版社教辅工作实现跨越式发展。同时,本文研究对象是SDP教辅产品的整体市场营销工作,研究中发现公司内各出版单位之间的内耗和市场开拓的各自为战、自有渠道覆盖力不足也是阻碍该公司教辅产品经营发展的重大障碍,研究结论是除了单体出版社运用上述策略提升市场营销工作效率外,还要通过在公司的层面上加强顶层设计,同时引入民营书业资本,整合其内容开发、新技术应用和渠道资源等方面的优势,共同建设市场零售品牌教辅,最终实现对公司的产品实行分类管理、专业出版、统一营销的经营格局,实现公司层面的利益最大化。期望研究结果将对集团化出版公司的教辅市场营销实现规范、高效可持续发展提供有益参考。更多还原

【Abstract】 Learning material books are the unique products of Chinese educational mechanism,they not only help teachers to consolidate classroom teaching achievements,but also facilitate students to get in knowledge from text books and familiar with various examination modes,in more than 30 years,the sales revenue has more than millions.Among the 586 national publishing houses,more than 500 publishers are engaged in learning material book publishing,and a bigger half of themget 60%of their revenue and more than 70%of their profit from learning material books.Owe to the characteristics of asset-light,low industry barriers,quick capital returning make learning material books publishing the apple in the publishers’eyes.But the universal problems such as unclear market positioning,uneven qualities,as well as malicious competition become the object of public denunciations.Educational administration departments and publishing administration departments have been seeking solutions all along.This article researches on the above problems from the angle of policies,markets and trends,and at the same time,give consideration to the managerial operation of SDPcompany,finding the poor editorial qualities,low application of new technologies,and slow respond to clients demand and ect.are the main reasons.This article attempts to give a combination of different marketing strategies,mainly including high-quality product strategy,uniform discount pricing strategy,channel expansion strategy and promotion diversification strategy,so as to promote leapfrog development of the teaching and auxiliary work in publishing houses owned by SDP.The author tries to list some marketing policies mix,such as Product strategies,Price strategies,Place strategies and Promotion strategies ect.to promote the develop of learning material books publishing of different publishing houses in the SDP company.At the same time,the research object of this paper is the overall marketing work of SDP supplementary products.In the research,it is found that the internal friction and market development of each publishing unit in the company are fighting each other.The lack of self-owned channel coverage is also hindering the company’s auxiliary product management The major obstacle to development,the conclusion is that in addition to the use of the above methods to improve the efficiency of marketing work,but also through the top-level design to strengthen the company level,while the introduction of private book industry capital,integration of its content development,application of new technologies And channel resources and other advantages,and jointly build the market retail brand Jiaofu,the ultimate realization of the company’s products classified management,professional publishing,unified marketing business pattern,to maximize the benefits of the company level.It is hoped that the research results will provide useful reference for the marketing of supplementary marketing of group publishing companies to realize the standardization and efficient and sustainable development.更多还原