本篇论文目录导航：
【题目】在线二手书店非教材类图书的营销战略探究
【第一章】非教材类二手图书网上营销研究引言
【第二章】图书市场中的长尾理论与市场营销相关理论
【第三章】非教材类二手图书市场的现状及问题分析
【第四章】非教材类在线二手图书企业营销战略组合研究
【总结/参考文献】网上二手书店非教材类图书营销分析总结及参考文献
摘 要
时代在发展，社会在进步，各种信息充斥着我们周围的环境，阅读对于每个公民来说显得非常重要。每年，我国都会有大量的图书出版以供全民阅读。我国的出版业在蓬勃发展，图书市场也不断扩大。
到 2013 年底为止，全国共有 582 家出版社，其中：221 家中央级出版社，361 家地方出版社。 2013 年国内共出版图书 444427 种， 其中：新华书店系统、出版社自办的发行单位总共购进205.35亿册的出版物，价值 2418.21 亿元，与上年相比数量增长 8.62%,金额增长 11.91%.这些数字不仅体现出出版业的快速发展也表明我国的读者数量也呈逐年攀升趋势。
在没有网络的过去，传统书店占据着图书市场的重要位置。传统书店为每本书都提供了展示空间，但是书店内放置的书架展示空间有限，受展示成本限制，书的种类和数目比网络书店要少得多，很多时候不能满足读者的需求。对于传统书店来说，如果需求量小意味着没有需求，所以只陈列畅销书。在线书店有无限的书架空间，在这条无限延伸的长尾货架上，图书也可以有无限种，图书的数量更是有数万种。低成本的投入自然图书售价低，再加上便于读者购买、售后服务好等优势，这就增加了读者对其的依赖度。
利用互联网及其附加功能建立网上书店、在线书城等形式的虚拟书店，制定出详尽的在线售卖图书计划，与出版社直接联系图书供货源，最大程度地降低书店经营成本和读者因为要出门购买图书的时间成本。另外，在线书店因为经营成本低，所以出售的图书价格折扣比传统书店优惠很多，这更降低了读者的就读成本。在线书店这样具有创新意义的图书营销平台，方便了读者选择消费目标，读者购书时还可以与之互动，实现了图书的精准营销。
传统书店往往都是售卖新书，很少有专门售卖旧书的书店。如今，在全民阅读的进程中，读者们已经不再局限于购买新书来阅读，有相当一部分人有购买二手书的需求。二手图书按照用途可以分为教材类和非教材类，教材类的二手图书虽然具有普遍用途，但是因其版本更新快，价值估值难以界定，故在本文中不做讨论。
我国是一个发展中国家，教育问题也一直备受广大人民的关注，其中，阅读对于教育起到了关键性的作用。有关数据显示，受阅读习惯、阅读成本等因素的影响，我国的人均阅读量较低，通过对二手图书的研究，让更多的人能看到想看的图书，提高国民整体阅读量，从而提升国民素质。
本文主要研究非教材类二手图书中的具有收藏价值的图书、普通读物以及绝版书在线销售的市场情况及营销战略，从宏观角度对二手图书的市场的状况、网络营销的理论运用和营销战略做简要分析，从微观角度对传统书店及在线书店作对比，提出长尾理论对书店经营的重要性。通过对二手图书市场现状及问题的分析，研究二手图书企业的营销战略，最后提出在线二手书店更优化的营销战略措施，并为传统图书指出一条发展之路。
关键词：在线书店 二手图书 非教材类 营销战略
ABSTRACT
In the era of development, social progress, all kinds of informationwith the environment around us, reading for each citizen is very important.
Every year, our country will have a lot of books publication for thenational reading. The country's publishing industry in the boomingdevelopment, the book market is expanding. By the end of 2013, thenational total of 582 publishing houses, including: 221 central levelpublishing house, 361 local press.2013 domestic published books 444thousands kinds, among them: Xinhua bookstore system,press run unitsissued a total of purchased 20 billions copies of publications, the value of2418 billions yuan, compared with the previous year increased 8.62%,11.91% growth in the amount of. The rapid development of these figuresnot only reflect the publishing industry also shows that the number of ourreaders have been increasing in the recent years.
No Internet in the past, the traditional bookstore occupies importantlocation of book market. Traditional bookstore offers every bookexhibition space, but placed bookstore shelf display space is limited,restricted by showing the cost of the kind and number of the book is muchless than the network bookstore, a lot of time can't meet the needs ofreaders. For traditional bookstore, if the demand for small means there isno demand, so only display the best seller. Online bookstore have infiniteshelf space, in the indefinite extension of the long tail shelves, books canalso have unlimited kinds, the number of books is for ten thousand.
Low-cost natural prices low, coupled with the advantages of theconvenient for readers to buy, good after-sales service, which adds to thereaders for its dependence.
Use of the Internet and its additional features to build onlinebookstore, online bookstore and other forms of virtual bookstore, work outa plan for detailed online selling books, direct contact with press books forthe supply of goods, the largest bookstore operating cost was reduced andthe reader because the time cost of going out to buy books. In addition,online bookstores, and because the operation cost is low, so the sale pricediscount than traditional bookstore offers a lot of books, the more reducedthe readers at cost. Online bookstore this innovative book marketingplatform, convenient for readers to choose consumption goals, readers canalso interact with the book, realize the precise marketing of books.
Traditional bookstores are selling new books, there are few specialselling second-hand bookstore. Now, in the process of nationwide reading,the reader is no longer limited to buy a new book to read, there are quite anumber of people have a need to buy used books. Second-hand books inaccordance with the purposes can be divided into teaching materials andthe teaching material, teaching material class of second-hand booksalthough has general purpose, but because of its version updates fast,value valuation is difficult to define, is discussed in this article do not.
Our country is a developing country, the problem of education alsohas been praised by the masses of the people's attention, among them,reading for education has played a key role. Relevant data show that thereading habit, reading cost, the influence of such factors as the readingquantity per capita is low in our country, based on the research of thesecond-hand books, let more people can see want to see of book, toimprove the overall national reading quantity, improving national quality.
In this paper, we study the textbooks of second-hand bookscollectable books, general books and out-of-print books online salesmarket situation and marketing strategy, from the macroscopic Angle tosecondhand books market conditions, applying the theory of networkmarketing, and do the brief analysis of marketing strategy, from the Angleof the micro traditional bookstores and online bookstores, and putsforward the importance of the long tail to specialize in. Through theanalysis of current situation and problems of second-hand book market,the second-hand books the marketing strategy of the enterprise, and finallyputs forward the online second-hand bookshops better marketing strategy,and pointed out that a road to development for the traditional books.
KEY WORDS: Online Bookstore, Second-hand Books,Non-textbooks, Marketing Strategy
目 录
第一章 引言
一、研究背景
二、研究意义
（一）理论意义
（二）现实意义
三、研究方法
（一）归纳法和演绎法
（二）文献研究法
四、文献综述
第二章 本文的相关理论研究
一、图书市场中的长尾理论
（一）长尾理论的简史
（二）长尾理论在图书市场的应用
二、网络营销相关理论分析
（一）整合营销
（二）关联营销与连带销售
（三）搜索引擎营销
（四）客户关系管理与病毒式营销
三、数据挖掘和网上的点击流技术
四、4Ps 营销理论
第三章 非教材类二手图书市场的现状及问题分析
一、图书市场发展现状
（一）中国图书市场
（二）世界图书市场
二、二手图书的定义及其分类
（一）二手图书的定义
（二）二手图书的分类概述
三、二手图书市场特征分析
（一）传统书店
（二）专业二手书网店和综合网店
四、非教材类二手图书市场的问题分析
（一）网络营销问题
（二）营销策略问题
（三）库存问题
第四章 非教材类在线二手图书企业营销战略组合研究
一、网络营销方式的改进
（一）整合营销和管理机制
（二）关联营销和连带销售
（三）客户关系管理
二、网络营销战略组合
（一）市场细分和目标市场战略
（二）差异化战略和市场定位战略
三、非教材类二手图书企业的库存管理策略
（一）采用 JIT 库存，消除供应链的不确定性
（二）二手图书市场的电子集市和虚拟网络联盟
四、未来发展模式的建议与思考
（一）品牌建设和市场推广概述
（二）在线二手图书企业的品牌建设和推广的执行方式
（三）电子书与电子阅读器
第五章 总结
参考文献
致 谢
