摘要图书不仅承载着知识，也是一种拥有使用价值的商品，所以采用合适的营销方法来实现图书作为知识载体的社会价值和经济价值显得非常必要。在现在网络经济迅速发展的时代，传统的图书营销方式不再适应高度信息化的时代，各出版社也都在寻找适当的网络营销策略。51033

本文主要以微博营销和网上书店为例来探讨网络营销的近况。微博营销融合了互联网、通讯技术和数字媒体技术，展现出更强的自主性、即时性等特点。我国很多出版社都已经注意到微博营销潜藏的庞大能量，顺应潮流开通了官方微博账户并在微博进行营销。通过选择译林出版社和磨铁图书公司官方账号某一天的微博发布情况，结合个案研究法、内容分析法、对比分析法进行具体的研究分析。而网上书店是目前使用较多的一个购书途径，网上书店的营销策略和传统书店大不相同，自身特色鲜明。以当当网为例，分析当当网的近况，再运用长尾理论探讨具体的营销模式。最后根据分析的现状为图书产业进行更有效的网络营销提出一些建议。

毕业论文关键词：网络营销；微博营销；网上书店；对策建议 

Research on the Current Situation and Countermeasures of Book Marketing

Taking Microblog and Dangdang as an Example

Abstract

Books not only carry the knowledge, but also a kind of goods with the use value, so it is necessary to use the suitable marketing methods to achieve the book as a social value and economic value of knowledge. In the era of the rapid development of network economy, the traditional book marketing methods already can not adapt to highly informationization era, all publishers are also looking for the right online marketing strategies. 

In this paper, microblog marketing and online bookstore are as the example to discuss the present situation of the network marketing. Microblog marketing integrates the Internet, communication networks and digital media technology as one, showing more initiative and realtime characteristics. Many of our publishers are aware of the enormous potential of the microblog marketing, and opened the official microblog account and carry out marketing promotion in microblog actively. The sample study through the selection of micro blogging release profile in one day of Yilin press and Motie books, combining with the case study method, content analysis and comparative analysis method to carries on the research. And the online bookstore is one of the most important channels; the strategy of online bookstore marketing is different from the traditional bookstore because of its own distinctive characteristics. Dangdang, as an example, analyzes its present situation, and then use the long tail theory to analyze its marketing model. Finally, put forward some effective suggestions according to the analysis of the present situation of book industry.

Key Words: network marketing；microblog marketing；online bookstore； countermeasures

目  录

摘要1

AbstractⅡ

目录Ⅲ

一、绪论1

（一）研究背景与意义1

（二）研究目的1

（三）研究方法1

二、文献综述3

（一）理论基础3

（二）国内外研究现状4

三、图书网络营销出现的必然5

（一）图书产业的现状5

（二）图书营销的网络基础5

（三）消费者观念的转变6

（四）图书网络营销的趋势7

四、图书网络营销的现状9

（一）图书微博营销的现状9

（二）网上书店的图书营销17

（三）微博营销与网上书店的对比19

五、图书网络营销的对策建议20

（一）培养现代营销观念20

（二）组建专业高效的网络营销部门20