| 中国陶瓷出版的营销策略初探 |
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| 引用本文： | 陈邦武. 中国陶瓷出版的营销策略初探[J]. 陶瓷科学与艺术, 2011, 45(1): 4-5 |
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| 作者姓名： | 陈邦武 |
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| 作者单位： | 景德镇陶瓷学院工商学院,景德镇,333403 |
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| 摘 要： | 陶瓷出版一般具有专业性、小众性的特点,这对市场营销提出了更高的要求。陶瓷出版物的4P营销策略包括:第一、产品开发策略,在定位上要兼顾学术性与大众性,在内容上要兼顾传统陶瓷与现代陶瓷,在出版媒介上要兼顾传统出版与数字出版;第二、价格制定策略,既要根据陶瓷出版物的市场需求弹性制定差别性的市场价格,又要根据陶瓷出版物的个性化需求制定个性化的市场价格;第三、渠道管理策略,既要利用出版业的直销、分销渠道,又要借助于陶瓷产品的销售渠道;第四、促销策略,要开展陶瓷文化促销、事件促销、服务促销等促销方式。摘要
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| 关 键 词： | 陶瓷出版物 4P营销策略 |
ON THE MARKETING STRATEGIES OF CERAMIC PUBLICATIONS IN CHINA |
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| Chen bang wu. ON THE MARKETING STRATEGIES OF CERAMIC PUBLICATIONS IN CHINA[J]. Ceramics Science & Art, 2011, 45(1): 4-5 |
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| Authors: | Chen bang wu |
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| Affiliation: | Chen bang wu School of Industry and Commerce,Jingdezhen Ceramic Institute,Jingdezhen 333001 |
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| Abstract: | The marketing strategies of ceramic publications consist of 4P strategies,these are products strategy,price strategy,place strategy,and promotion strategy.As regards these strategies,publishing houses should maintain the balance between academy and popularity,as well as the balance between culture and society. |
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| Keywords: | ceramic publications 4Pmarketing strategies |
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