北京体育大学出版社体育图书发行现状分析-体育学专业论文.docxVIP

万方数据 万方数据 第一部分对现有图书及其销售情况进行分析，通过对各类体育图书 2006 年至 2008 年 3 年间回款情况的统计进行分析，得出北京 体育大学出版社的主打产品和优势市场所在。 第二部分介绍北京体育大学出版社现有的三种主要图书营销渠道：新华书店销售系统、民营书店销售系统和专有图书销售系统。 具体分析了各门类图书在各渠道的销售状况及退货情况，阐述了各渠道的现有发展状况及退货管理措施。 第三部分汇总现有各图书发行渠道存在的问题，并针对以上问题提出对策，同时对各图书营销渠道提出了发展建议。 通过分析可以看出：北京体育大学出版社三种渠道之间虽然存在竞争关系，但只要管理得当这种渠道间的竞争也会有利于出版社 的整体发展，要对三种渠道进行有效的管理和整合，增强整体实力，减少退货，增加回款；新华书店销售系统和民营书店销售系统还 是北京体育大学出版社主要的图书销售渠道，图书专有渠道销售可以避免传统销售模式下的众多弊端，应大力发展。 关键词：体育图书；营销渠道；发行 ABSTRACT Marketing channels, as part of an indispensable external resources, the construction of it not only affect the quality of the marketing performance, but also count the very existence of the publishing company for much. “How to build channels ? To establish what kind of channels?”This issue is in front of each publishing company. This article select Beijing Sports University Press sports book marketing channels as research.In order to analyse distribution current situation in this press,then find a suitable distribution method, and through series of measures to establish a win-win partnership between publishing companies and franchisers. Mainly from the following part of Beijing Sports University Press marketing channels were analyzed: The first part is to analysis the press’s books and distribution situation, through return of the statistical in 2006～2008 analysis the publishers flagship products and advantages of the market. The second part is on the three main channels of Beijing Sports University Press: Xinhua Bookstore system channels, the private system bookstore channels,and direct marketing channels. Specific analysis of variety of products in various sales channels and returns, described the development of the existing channels and returns management measures. The third part expound the problems and issues over management strategies of existing channels,and sugested development of its recommendations. It can be seen that: there is competition in three channels, properly managed, such competition can conducive the overal