Reading is an active process, which is regulated by readers according to different purposes to cultivate people's sentiment and improve their self-cultivation. The following is a breakdown of the publishing market that I have compiled for you. Welcome to share.

The role of market segmentation:

1, which is conducive to establishing the target market.

2. It is conducive to improving competitiveness: it can focus on a relatively small target market.

3. It is beneficial to meet the needs of consumers.

4. It is conducive to improving economic benefits.

Procedures for market segmentation

1. Market scope of the selected publication: local market related to the tasks and business objectives of the publishing unit.

2. Choose the basic lever of market segmentation: consumer demand category and issuer conditions for market segmentation.

3. Determine the subdivision variables: leverage variables, such as age, education, occupation, gender, economic income, etc.

4. Organize market research: obtain data and related materials related to subdivided variables.

5. Data collation and analysis: collation and combination, analysis and research, thus subdividing the market.

6. Evaluate the preliminary results: see whether to continue to subdivide and adjust the variables.

7. Measuring and evaluating market segments: Measuring and evaluating the scale, nature, competition and changing trend of market segments.

Personal market and collective market of publications (familiar)

According to the nature of purchasing power, the publication market can be divided into individual market and collective market.

1. Personal market: refers to the market where individuals buy publications to meet their own consumption needs. Features:

(1) The demand structure is complex: there are many people, and the variety and quantity of demand are quite different.

(2) purchasing power flows frequently:

(3) More purchases: more purchases, and the amount is relatively small.

2. Collective market: a market where various social organizations or groups use collective funds to purchase publications to meet the needs of their employees or the public. Features:

(1) Centralized trading mode: not many times, but the amount is large, which is often completed at one time.

(2) Fluctuation of purchasing power: The funds are greatly restricted by the total annual funds of the unit and the adjustment stipulated by the state.

(3) The demand content is stable and continuous: multi-volume (complete set) publications related to the business of the unit.

(4) Separation of decision makers, buyers and users.

(5) The price elasticity of demand is small: it mainly depends on the content and is less affected by the price.

Expanding reading: the demand of publishing market

I. Characteristics of market demand for publications:

The market-centered publishing concept requires publishers to understand the publishing market, especially the needs of the publishing market.

The market demand of publications means that consumers want and demand to get the publications they need in the market, and there is a realistic guarantee to buy famous books.

1, unlimited expansion: the development of society is endless, and so is the expansion of the market demand for publications.

2. Diversity: influenced by age, gender, education level, occupation, economic income, etc.

3. Hierarchy: Different levels of cultural knowledge lead to different values and spiritual goals.

4. Inductive: The market demand of publications can be guided and adjusted.

5. Specificity: The use value of publications is not universal, and each book has specific knowledge content and readers, so it is difficult to replace each other.

6. Flexibility: People's demand for publications is a spiritual demand, not as inevitable as physical demand.

7. Regionality: Consumers in different regions have different requirements for the variety, form and content of publications.

8. Timeliness: related to the content, such as the timeliness of the information contained in the publication; It is also related to the variety, for example, the demand for teaching AIDS is concentrated in the beginning of school.

Second, the factors affecting the market demand for publications:

1. Political factors: publishing regulations, changes in social and political atmosphere, various political activities or cultural publicity activities.

2. Economic factors: the level of economic development restricts the growth of the total demand for publications in the whole society.

3. Population factor: Population is the most basic and active factor affecting the demand of the publication market.

4. Social and cultural factors

5. Scientific and technological factors: the emergence of new knowledge and the application of new technologies.

6. Educational factors: the development of educational scale leads to the increase of books used by students and teachers, which is a direct impact; The increase of education level will create new demand for publications, which is an indirect influence.

Third, the publication market competition:

1. Variety competition: provide publications that meet the needs of consumers to the publication market in time and quickly, occupy the early market with variety innovation, and achieve development. Variety competition is the basis of market competition and the most basic way of competition. Although it can produce results in a certain period of time, it cannot maintain a certain market position for a long time.

2. Quality competition: with the high quality of publications, it occupies a leading position in the market of similar varieties. It is an important part of market competition.

3. Price competition: win consumers with low prices. Is the most primitive means of competition.

4. Publicity and competition: strive for consumers' purchasing power by improving their awareness of products. It is one of the important means to open the market. Publicize the three most important aspects of competition:

(1) Competition of propaganda power: the competition of information dissemination ability composed of propagandists, propaganda tools and communication objects.

(2) Competition of propaganda art: Competition of skills in organizing various publicity activities scientifically.

(3) Competition of publicity speed: the speed of information collection, processing, dissemination and feedback and the response speed of operators.

5. Service competition: The seller attracts consumers by providing various good services.

Summary of press and publication market work

First, the basic situation of culture, press and publication market

As of 20xx65438+February 1 day, there were 4 business units11households (households) in our city's cultural news publishing market, including 9 Internet cafes 109, 0 audio-visual retail and rental 165438 and 62 printing enterprises.

Second, the main work

1, seriously study the laws and regulations of the cultural press and publication market, and strive to improve the law enforcement level of law enforcement personnel.

In order to effectively carry out administration according to law and standardize law enforcement behavior, this year, we strengthened the training of laws, regulations and professional skills of law enforcement personnel of cultural administration, organized management cadres and frontline inspectors of cultural news market to participate in laws, regulations and professional training organized by relevant departments of provinces and cities in stages, persisted in conducting business learning activities every week, and timely conveyed the spirit of laws, regulations and documents of higher authorities on cultural news publishing market, so that the majority of law enforcement personnel fully understood and mastered laws and regulations, and their professional ability in various management work was significantly improved.

2. Pay attention to the training of business laws and regulations of this unit, and the publicity and education work has achieved remarkable results.

"One-handed management and one-handed publicity" has always been an important policy for the management of China's cultural press and publication market. In 20xx, we held 1 1 meetings for business owners of cultural news markets, including 2 meetings for internet cafes, 2 meetings for song and dance entertainment venues and 3 meetings for audio and video business owners. Two meetings were held for owners of printing enterprises and two meetings were held for owners of printing, photocopying, book and newspaper retailing and leasing enterprises. By taking the form of meeting instead of training, the national laws and regulations on the cultural press and publication market were publicized and explained in detail, which greatly enhanced the legal awareness of the majority of business owners.

3. Strengthen daily management and constantly explore new working ideas.

The management of cultural press and publication market is complicated, and new situations are constantly emerging. To this end, we have strengthened market research, found and handled new situations in time, and grasped the initiative of market operation supervision. In the middle of June this year, 5438+065438+ 10, in the process of market research, we found that some internet cafe operators planned to open internet cafes in the newly relocated aerospace vocational and technical college in our city. In view of this situation, we asked the cultural department at a higher level in time, and after receiving the reply that the commercial Internet cafes were not allowed in colleges and universities, we acted quickly, informed the departments of industry and commerce, public security, education and so on in time, and made it public, so as to make the market supervision mechanism.

In the process of daily management, in view of the contradiction between the large number of market business units and the relatively weak law enforcement force, a three-step daily inspection scheme of "fixing personnel, fixing posts and fixing streets" has been formulated, requiring every two law enforcement officers to be an inspection team to inspect various cultural news publishing business premises in charge of the streets, and earnestly make on-site inspection records to deal with illegal business activities in time. Through the implementation of this plan, the business activities of the cultural news publishing market in our city have always been under strict supervision, which has played a good role in preventing and curbing all kinds of illegal business activities.

4, vigorously carry out special rectification actions of the cultural news publishing market, and seriously standardize the market operation order.

Since July 20xx, we have carried out the "concentrated law enforcement season of cultural market" and "100-day anti-piracy action" in the whole city according to the unified deployment of provincial and municipal cultural news departments and the careful arrangement of the municipal party committee and municipal government. According to local conditions, all localities have formulated relevant action plans and schemes to comprehensively clean up and rectify Internet cafes, audio-visual entertainment places, song and dance entertainment places and news publishing markets. Law enforcement officers 1894 person-times and 427 vehicles were dispatched, business units (households) 4 1 times were inspected, 24 illegal business premises were investigated, 57 pirated audio-visual discs12 and 630 illegal books and periodicals were collected, including 20 administrative warnings and 23 administrative fines, and they were ordered to suspend business for rectification. Four unlicensed stalls were banned in cooperation with the industrial and commercial departments, which effectively cracked down on all kinds of illegal business activities, greatly standardized the business activities of the cultural news publishing market, and the business order was obviously improved.

5. Strengthen the supervision of the cultural market around the campus and strive to create a healthy and civilized campus cultural environment.

This year, three large-scale actions were carried out to clean up and rectify the cultural market around the campus, and special rectification was carried out for the cultural news publishing business places around primary and secondary schools and universities in the city. Two unlicensed audio-visual stalls and two unlicensed book operators were banned, and 207 illegal books and periodicals 12 1 volume and pirated audio-visual products were confiscated, which purified the cultural market around the campus and won unanimous praise from teachers and students.

6, timely handling letters and visits from the masses and all kinds of reports.

In 20xx, a total of 8 letters and visits from the masses were received 18, mainly involving noise disturbing people, Internet cafes accepting minors, unlicensed operation and other issues. Once these reports are verified, they will be handled in time with the public security, industry and commerce departments, and the results will be informed to the informants, which has been well received by the informants.

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