讀者對美食類圖書的需求現(xiàn)狀分析,碩士論文

讀者對美食類圖書的需求現(xiàn)在狀況分析,碩士論文中國飲食文化的悠久歷史，為美食類圖書提供了豐富的出版資源，也在一定程度上決定了美食類圖書的市場潛力。但是，隨著互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展以及數(shù)字化方式對讀者閱讀習(xí)慣的改變，人們傾向于通過網(wǎng)絡(luò)圖文或視頻學(xué)習(xí)烹飪，傳統(tǒng)的美食類圖書出版遭到?jīng)_擊。同時，隨著人們生活水平的提升，讀者對美食類圖書的需求愈加多元化，單一的烹飪技法已無法知足當(dāng)下人們的需求，引領(lǐng)生活方式的高品質(zhì)圖書的出版成為現(xiàn)前階段美食類圖書市場的新需求。美食類圖書怎樣在互聯(lián)網(wǎng)沖擊下和市場競爭中留存下來，并成為知足人們?nèi)找嬖鲩L的美妙生活需要的精神財富，對讀者需求的調(diào)查研究便顯得極為必要。論文從讀者需求的角度出發(fā)，以美食類圖書為研究對象，在調(diào)查分析的基礎(chǔ)上，對美食類圖書的讀者需求進行了研究。首先，論文通過暢銷書榜單獲取市場調(diào)查數(shù)據(jù)，分析了近三年美食類圖書讀者市場的基本特征。其次，論文通過讀者問卷調(diào)查數(shù)據(jù)，分析了讀者需求在美食類圖書的選擇、購買和閱讀方面的表現(xiàn)，以及不同類型的讀者對美食類圖書的需求差異。最后，論文通過對調(diào)查結(jié)論的研究，得出一些啟示，美食類圖書在選題、策劃、營銷等出版環(huán)節(jié)中應(yīng)強調(diào)圖書產(chǎn)品的整體概念；細分市場，提升讀者選擇；重視口碑，樹立出版品牌。本文關(guān)鍵詞語：美食類圖書讀者需求市場調(diào)查ABSTRACTThelonghistoryofChinesedietcultureprovidesarichpublishingresourceforfoodbooks,anditalsodeterminesthemarketpotentialoffoodbookstoacertainextent.However,withthecontinuousdevelopmentofInternettechnologyandthechangeofreadersreadinghabitsinthedigitalway,peopletendtolearncookingthroughnetworkgraphicsorvideos,andthetraditionalfoodbookspublishinghasbeenaffected.Atthesametime,withtheimprovementofpeopleslivingstandards,readersdemandforfoodbooksismorediversified.Asinglecookingtechniquecannolongermeettheneedsofcurrentpeople.Thepublicationofhigh-qualitybooksthatleadthewayoflifehasbecomeanewdemandinthefoodbooksmarketatthepresentstage.HowcanfoodbookssurviveundertheimpactoftheInternetandmarketcompetition?Howcanfoodbooksbecomethespiritualwealthtomeetthepeoplesever-growingneedsforabetterlife?Researchonthereadersdemandoffoodbooksisextremelynecessary.Fromtheperspectiveofreadersdemand,thethesistookfoodbooksastheresearchobject,researchedonthereadersdemandoffoodbooks.Firstly,thethesisobtainedmarketsurveydatafromthebest-sellerlists,andanalyzedthebasiccharacteristicsofthefoodbooksmarketinthepastthreeyears.Secondly,basedonthesurveydataofreaders,thethesisanalyzedtheperformanceofreaderschoicesintheselection,purchaseandreadingoffoodbooks,andthedifferencesinthedemandforfoodbooksamongdifferenttypesofreaders.Finally,thethesisdrewsomeinspirationsfromthestudyoftheconclusions.Thepublicationoffoodbooksshouldemphasizetheoverallconceptofbookproducts,segmentthemarketandenhancereaderschoice,payattentiontowordofmouthandestablishapublishingbrand.KEYWORDS:foodbooksreadersdemandmarketresearch1緒論...............................................................................................................11.1研究背景與意義..........................................................................................................11.1.1美食類圖書的出版資源豐富..................................................................................11.1.2美食類圖書市場呈現(xiàn)新需求..................................................................................11.1.3讀者需求調(diào)查具有重要意義..................................................................................21.2相關(guān)概念概述..............................................................................................................31.2.1美食類圖書..............................................................................................................31.2.2讀者需求..................................................................................................................31.3文獻綜述......................................................................................................................52研究設(shè)計與施行...........................................................................................82.1研究目的......................................................................................................................82.2研究方式方法......................................................................................................................82.3市場調(diào)查設(shè)計..............................................................................................................92.4調(diào)查問卷設(shè)計............................................................................................................113市場調(diào)查數(shù)據(jù)統(tǒng)計與分析........................................................................133.1整體分析....................................................................................................................133.2暢銷書特征分析........................................................................................................143.2.1內(nèi)容類別................................................................................................................153.2.2圖書定價................................................................................................................183.2.3裝幀設(shè)計................................................................................................................183.2.4圖書作者................................................................................................................203.2.5出版機構(gòu)................................................................................................................204問卷調(diào)查數(shù)據(jù)統(tǒng)計與分析........................................................................224.1調(diào)查對象基本信息....................................................................................................224.2圖書選擇情況分析....................................................................................................234.2.1接觸情況................................................................................................................234.2.2信息獲取渠道........................................................................................................264.3圖書購買情況分析....................................................................................................284.3.1購買渠道................................................................................................................284.3.2影響因素................................................................................................................304.3.3購買目的................................................................................................................314.3.4購買評價................................................................................................................334.4圖書閱讀情況分析....................................................................................................354.4.1關(guān)注元素................................................................................................................354.4.2圖書內(nèi)容................................................................................................................374.4.3圖書裝幀................................................................................................................404.4.4圖書品牌................................................................................................................425調(diào)查結(jié)論與啟示.........................................................................................445.1調(diào)查結(jié)論....................................................................................................................445.1.1美食類圖書讀者市場特征....................................................................................445.1.2美食類圖書讀者選擇需求....................................................................................445.1.3美食類圖書讀者購買需求....................................................................................455.1.4美食類圖書讀者閱讀需求....................................................................................455.2對美食類圖書的啟示................................................................................................465.2.1強調(diào)圖書產(chǎn)品的整體概念....................................................................................465.2.2細分市場，提升讀者選擇....................................................................................485.2.3重視口碑，樹立出版品牌....................................................................................49結(jié)語...............................................................................................................51以下為參考文獻.........................................................................................................52附錄1..............................................................................................................54附錄2..............................................................................................................56致謝...............................................................................................................60攻讀學(xué)位期間發(fā)表的學(xué)術(shù)論文目錄............................................................61獨創(chuàng)性聲明.....................................................................................................62關(guān)于論文使用受權(quán)的講明............................................................................621緒論1.1研究背景與意義。1.1.1美食類圖書的出版資源豐富世界上任何一個國家和地區(qū)都有著與眾不同的飲食習(xí)慣，這些飲食習(xí)慣在長期積累和演變的經(jīng)過中，逐步構(gòu)成地域特有的飲食風(fēng)俗，并發(fā)展成為風(fēng)格各異的飲食文化。在世界飲食文化寶庫中，中國飲食文化以其悠久的歷史和深切厚重的底蘊，享有很高的聲譽，與中國優(yōu)秀傳統(tǒng)文化有著密切的聯(lián)絡(luò)。優(yōu)秀傳統(tǒng)文化需要由一定的載體來傳承，書籍是最好的傳播途徑之一。中國飲食文化的悠久歷史，為美食類圖書提供了豐富的出版資源，也在一定程度上決定了美食類圖書的市場潛力。民以食為天的觀念在我們國家深切進入人心，自古以來中國人對于美食都有著強烈的需求。美食不僅能夠知足人們生存的需求，帶來視覺和味覺的享受，更能夠寄托一種文化情懷，這些因素造就了美食類圖書強大的市場需求。從我們國家美食類圖書