出版企业的营销职能创新研究

The Study on Marketing Innovation of Publishing Enterprises

转制后的出版企业需要直接面对市场,营销和创新是其基本职能。产品的独特性以及环境的复杂性都对出版企业的营销职能创新提出了新的要求。首先,观念层面的创新,即营销观念创新,以市场营销观念为基础,关注顾客与市场,以塑造品牌为营销目的;以社会营销观念为延伸,推广阅读文化,促进出版企业实现长期目标。其次,战略层面的创新,主要表现为市场导向创新,以驱动市场导向为主,帮助出版企业进行市场细分;以市场驱动导向为辅,培育和驱动市场,更关注价值。最后,策略层面的创新,主要表现为价值创新,通过营销组合策略创新实现。在上述创新三层面的基础上构建出版企业营销职能创新的三层面模型,推动出版企业的营销职能创新工作。

The publishing enterprises have to face the market directly after the reformation .Marketing and innovation are the basic functions of enterprises . Publications are particular goods, and the market environment is complicated , which require further innovation of marketing functions .Firstly, on the conceptual level , there＆#39;s innovation of marketing concept , which is focused on customers and the market , with the purpose of brand building .The further innovation is based on the social marketing concept , which is promoting the reading culture and will contribute to the enterprises＆#39;long-term goals. Secondly , on the strategic level , it＆#39;s about the innovation of marketing orientation .The market driving orientation is of the major role, which helps the publishing enterprises to achieve the segmentation , and the market driven orientation as a＆amp;nbsp;supplement will cultivate the market and be more concerned about the value of customers .Lastly, on the tactical level , it＆#39;s about the innovation of value , which is mainly about marketing mix innovation . And the three-level model of marketing innovation of publishing enterprises is based on the innovation of conceptual level , strategic level and tactical level as men-tioned.