摘要
出版业的服务化转型在最近几年成为热点,图书营销理论需要随之创新。本文首先提出出版服务营销学这一学科名称,其次将可借鉴的服务营销学理论体系划分为服务逻辑派、服务质量派、顾客价值派与顾客关系派四大类,并初步建构出版服务营销学的理论体系,最后归纳当代出版服务营销实践的九个特定领域,以备将来将其融入该理论体系中。
The service-oriented transformation of the publishing industry has become a hot topic in recent years.The theory of book marketing needs to be innovated with the trend.In the article,at first,the discipline name of publishing services marketing is put forward.Then,the theoretical systems of services marketing theories for reference are divided into four categories:service logic,service quality,customer value and customer relationship,and the theoretical system of the new discipline is roughly established.Finally,nine specific fields of contemporary publishing services marketing practices are summarized,whose integration into the theoretical system in the future is expected.
作者
梁超
Liang Chao(School of Information Management,Wuhan University,Wuhan,430072)
出处
《出版科学》
CSSCI
北大核心
2021年第1期63-72,共10页
Publishing Journal
关键词
图书营销
出版服务营销
服务化转型
出版知识服务
服务主导逻辑
Book marketing
Publishing services marketing
Service-oriented transformation
Publishing knowledge service
Service dominant logic
