摘 要
近年来，我国民营图书零售业由于历史条件、科技发展、自身经营管理等因素的影响，导致其发展陷入困境。本文针对我国民营图书零售业发展中所存在的现实问题，将经济学的相关理论引入对这一问题的研究中来，并从宏观和微观视角，通过对其外部的政策、竞争环境和内部的图书市场结构进行全面分析，解读其存在的“内忧”和“外患”，并试图找出较为科学、合理的解决对策。
本文的研究思路是以经济学理论中的市场结构理论、供给与需求理论、营销理论为基础，结合国内外民营图书零售业的发展现状，就我国民营图书零售业所处的困境提出宏观和微观层面的对策和建议。由于本文研究的需要及篇幅所限，本文关于民营图书零售业微观层面的研究对象仅限定为实体书店、网络书店。
本文章节分布为：第一章分析了研究的背景和意义，界定了研究对象，对国内外研究现状进行了梳理和述评，并阐述了论文的基本思路、研究方法、研究目的和创新点，最后梳理了国内外民营图书零售业的发展历史、现状与趋势；第二章是本论文的理论支撑部分，界定了经济学中的市场结构理论、供给与需求理论和营销理论，结合图书零售业市场的现状，分析了理论分析所提供的现实意义与价值；第三章在第二章理论综述的基础上，着重剖析了我国民营图书零售业在宏观层面和微观层面所存在的问题，并详尽地分析了其所处困境的原因；第四章在前述分析的基础上又分别从宏观层面和微观层面上提出了推动我国民营图书零售业走出困境、持续健康发展的对策和建议。
关键词：民营；图书零售业；市场结构；实体书店；网络书店
Abstract
Due to the historical conditions, the technological development, the limited management and other factors, the development of private book retailing is in trouble. In the view of the private book retailing development, this article combines the relevant theories of economics with the research of private book retailing development. And through the comprehensive analysis of our country’s private book retailing external policy and the competition environment, we are trying to fi nd out a more scientifi c and reasonable countermeasure by analyzing the existing “domestic strife” and “foreign agression” from a macro and a micro perspective.
The research idea of this thesis is under the basis of market structure theory, marketing theory, supply-demand theory in economics. It combines the current development of domestic and foreign private book retailing to give macro and micro countermeasures and suggestions on how to deal with the diffi culties of our private book retailing. As the limited study need and space, the research object of this paper about private book retail on the microcosmic level is only limited to the entity bookstore, network bookstore.
The distribution of this paper is as follows: the fi rst chapter analyzes the research background and signifi cance, defi nes the research object combing the research status at home and abroad, and explains the basic ideas, research methods, research purposes and innovation of this thesis. At last, the thesis reviews the history of private book retailing; the second chapter is the supportting theory of this paper. It defi nes the economics of market structure theory, supply and demand theory and marketing theory. Combining with the present situation of the retail market, this paper analyzes the practical signifi cance and value of the theoretical analysis; the third chapter analyzes the existing problems of our private book retailing in the macro and micro level and thoroughly analyzes the cause of the trouble which based on the theoretical review in the second chapter; the fourth chapter put forward the countermeasures and suggestions to help thecountry’s private book retail out and develop continuously and healthy on the basis of the foregoing analysis from a macro and a micro level respectively.
Key words: Private; Book retailing; Market structure; Entity bookstore; Online bookstore
目 录
CONTENTS
第一章 绪 论 ...........................................................................................466
1.1 研究背景与研究意义 ...........................................................................................466
1.2 核心概念的界定 .....................................................................................................469
1.3 研究文献综述 ..........................................................................................................473
1.4 研究思路与研究方法 ...........................................................................................480
1.5 本文创新点和不足之处 ......................................................................................481(www.xing528.com)
1.6 国内外图书零售业发展状况 ............................................................................483
第二章 经济学视角下民营图书零售业的理论分析 ...........................................488
2.1 民营图书零售业的市场结构现状分析 ........................................................488
2.2 民营图书零售业的供给需求理论分析 ........................................................493
2.3 民营图书零售业的营销理论分析 ..................................................................496
2.4 理论分析的意义总结 ...........................................................................................497
第三章 我国民营图书零售业的困境分析 ........................................................499
3.1 民营图书零售业的整体困境分析 ..................................................................499
3.2 实体书店的困境分析 ...........................................................................................503
3.3 网络书店的困境分析 ...........................................................................................508
第四章 我国民营图书零售业的出路 ..............................................................512
4.1 民营图书零售业整体出路 .................................................................................512
4.2 实体书店的出路 .....................................................................................................515
4.3 网络书店的出路 .....................................................................................................522
第五章 结语 ..............................................................................................524
参考文献 .....................................................................................................525
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