从“4C”看金盾出版社的农村图书营销

Judging the Golden Shield Press's Rural Book Marketing from the "4C" Theory

顾客需求、购买成本、便利与沟通是中国出版产业挖掘和培养农村图书市场必须研究的四个关键性问题。本文以市场营销学中的“4C”理论对金盾出版社做的个案分析所折射出的农村图书营销智慧,对其他出版社有一定的示范效应。

Customer requirements, purchase cost, convenience and communication are critical problems China press industry must solve while developing and cultivating rural book markets. And the analyses this article has made on individ- ual cases of the Golden Shield Press are the result of application of the ＂4C＂ Theory of marketing logistics and its wisdom in rural book marketing will no doubt make certain demonstration effects on other publishing houses.