基于STP的大学出版物市场创新性研究 |
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引用本文: | 崔明,宋婵.基于STP的大学出版物市场创新性研究[J].出版科学,2009,17(2). |
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作者姓名: | 崔明 宋婵 |
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作者单位: | 1. 兰州大学出版社,兰州,730000 2. 兰州大学管理学院,兰州,730000 |
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摘 要: | 基于市场营销学中的理论STP1]分析,认为大学出版社应当运用"市场再细分、目标市场再选择、市场再定位"的新方法挖掘市场机会.在市场再细分中,提出多方位市场分析模型;在目标市场再选择中,提出3个可供开发的新市场;在市场再定位中,创新性地提出大学出版社的"蓝海型长尾战略'.
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关 键 词: | 大学出版社 市场营销 蓝海型长尾战略 |
Innovative Research on the University Publications Market Based on the STP |
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Authors: | Cui Ming Song Chan |
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Abstract: | Based on the STP,the basic theory of Marketing,this article brings up the new way of"Market Resegmentation-Market Retargeting-Market Repositioning"for university presses to tap market opportunities.In the Market Resegmentation,it gives multi-directional analysis model of the university publications market.In the Market Retargeting,it presents three new markets which are worthy of development.In the Market Repositioning,it innovatively puts forward "long tail-blue ocean strategy" for university press. |
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Keywords: | STP |
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