读者对美食类图书的需求现状分析,硕士论文

读者对美食类图书的需求现在状况分析,硕士论文中国饮食文化的悠久历史，为美食类图书提供了丰富的出版资源，也在一定程度上决定了美食类图书的市场潜力。但是，随着互联网技术的不断发展以及数字化方式对读者阅读习惯的改变，人们倾向于通过网络图文或视频学习烹饪，传统的美食类图书出版遭到冲击。同时，随着人们生活水平的提升，读者对美食类图书的需求愈加多元化，单一的烹饪技法已无法知足当下人们的需求，引领生活方式的高品质图书的出版成为现前阶段美食类图书市场的新需求。美食类图书怎样在互联网冲击下和市场竞争中留存下来，并成为知足人们日益增长的美妙生活需要的精神财富，对读者需求的调查研究便显得极为必要。论文从读者需求的角度出发，以美食类图书为研究对象，在调查分析的基础上，对美食类图书的读者需求进行了研究。首先，论文通过畅销书榜单获取市场调查数据，分析了近三年美食类图书读者市场的基本特征。其次，论文通过读者问卷调查数据，分析了读者需求在美食类图书的选择、购买和阅读方面的表现，以及不同类型的读者对美食类图书的需求差异。最后，论文通过对调查结论的研究，得出一些启示，美食类图书在选题、策划、营销等出版环节中应强调图书产品的整体概念；细分市场，提升读者选择；重视口碑，树立出版品牌。本文关键词语：美食类图书读者需求市场调查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绪论...............................................................................................................11.1研究背景与意义..........................................................................................................11.1.1美食类图书的出版资源丰富..................................................................................11.1.2美食类图书市场呈现新需求..................................................................................11.1.3读者需求调查具有重要意义..................................................................................21.2相关概念概述..............................................................................................................31.2.1美食类图书..............................................................................................................31.2.2读者需求..................................................................................................................31.3文献综述......................................................................................................................52研究设计与施行...........................................................................................82.1研究目的......................................................................................................................82.2研究方式方法......................................................................................................................82.3市场调查设计..............................................................................................................92.4调查问卷设计............................................................................................................113市场调查数据统计与分析........................................................................133.1整体分析....................................................................................................................133.2畅销书特征分析........................................................................................................143.2.1内容类别................................................................................................................153.2.2图书定价................................................................................................................183.2.3装帧设计................................................................................................................183.2.4图书作者................................................................................................................203.2.5出版机构................................................................................................................204问卷调查数据统计与分析........................................................................224.1调查对象基本信息....................................................................................................224.2图书选择情况分析....................................................................................................234.2.1接触情况................................................................................................................234.2.2信息获取渠道........................................................................................................264.3图书购买情况分析....................................................................................................284.3.1购买渠道................................................................................................................284.3.2影响因素................................................................................................................304.3.3购买目的................................................................................................................314.3.4购买评价................................................................................................................334.4图书阅读情况分析....................................................................................................354.4.1关注元素................................................................................................................354.4.2图书内容................................................................................................................374.4.3图书装帧................................................................................................................404.4.4图书品牌................................................................................................................425调查结论与启示.........................................................................................445.1调查结论....................................................................................................................445.1.1美食类图书读者市场特征....................................................................................445.1.2美食类图书读者选择需求....................................................................................445.1.3美食类图书读者购买需求....................................................................................455.1.4美食类图书读者阅读需求....................................................................................455.2对美食类图书的启示................................................................................................465.2.1强调图书产品的整体概念....................................................................................465.2.2细分市场，提升读者选择....................................................................................485.2.3重视口碑，树立出版品牌....................................................................................49结语...............................................................................................................51以下为参考文献.........................................................................................................52附录1..............................................................................................................54附录2..............................................................................................................56致谢...............................................................................................................60攻读学位期间发表的学术论文目录............................................................61独创性声明.....................................................................................................62关于论文使用受权的讲明............................................................................621绪论1.1研究背景与意义。1.1.1美食类图书的出版资源丰富世界上任何一个国家和地区都有着与众不同的饮食习惯，这些饮食习惯在长期积累和演变的经过中，逐步构成地域特有的饮食风俗，并发展成为风格各异的饮食文化。在世界饮食文化宝库中，中国饮食文化以其悠久的历史和深切厚重的底蕴，享有很高的声誉，与中国优秀传统文化有着密切的联络。优秀传统文化需要由一定的载体来传承，书籍是最好的传播途径之一。中国饮食文化的悠久历史，为美食类图书提供了丰富的出版资源，也在一定程度上决定了美食类图书的市场潜力。民以食为天的观念在我们国家深切进入人心，自古以来中国人对于美食都有着强烈的需求。美食不仅能够知足人们生存的需求，带来视觉和味觉的享受，更能够寄托一种文化情怀，这些因素造就了美食类图书强大的市场需求。从我们国家美食类图书