C省报刊零售渠道优化策略研究

发布时间：2018-04-04 16:28

  本文选题：报刊零售　切入点：渠道优化　出处：《电子科技大学》2015年硕士论文

【摘要】：近年来,随着移动互联网和数字媒体的迅猛发展,传统纸质报刊销售受到严重冲击,报刊销售面临生存和发展的双重压力。报刊零售又是报刊发行业务的晴雨表,所以抓好报刊零售业务对整个报刊发行至关重要。同时,随着我国报刊发行体制改革的深化,市场竞争加剧,民营机构步入报刊发行领域,报刊发行的市场份额被多种渠道快速侵占,邮政报刊零售业务面临着前所未有的竞争和挑战,业务的发展问题已成为邮政企业必须面对的重要课题。本文针对C省报刊零售业务营销渠道运营效率低、布局不合理、经营收入低、进货渠道管理混乱、缺乏监督监管手段等问题,通过对营销渠道理论的学习,对C省报刊零售业务所面临的外部环境和内部环境进行充分分析,为其优化设计了适合C省报刊零售公司当前状况的渠道体系,即在多渠道战略目标下,实施以报刊亭点连锁经营为主,以社会加盟、便民服务站为辅,再搭载邮政邮掌柜、邮乐网等线上渠道的复合型渠道营销系统。通过这种优化使得报刊零售行业在持续萎缩的大变革环境之下,能够结合自身的特点,在渠道建设方面有所作为,使得渠道的布局趋向合理,从而构建一个效率高、品质好的渠道体系,使邮政报刊零售渠道能够与社会渠道竞争,扩展市场空间,全面掌控市场话语权,推动邮政报刊零售业务的转型发展。本文主要以营销渠道管理理论为基础,广泛学习研究营销渠道理论,结合企业内部相关经营数据和管理办法,以报刊亭经营管理为标本,积极深入市场调研,分析当前营销渠道存在的问题,以及问题背后的原因,最后结合科学理论与实际经验提出渠道优化方案。本论文希望通过此次对邮政报刊零售营销渠道的优化策略研究,对邮政报刊零售业务乃至整个报刊零售行业具有一定的借鉴意义。
[Abstract]:In recent years, with the rapid development of the mobile Internet and digital media, the sales of traditional paper newspapers and periodicals have been seriously impacted, and the sales of newspapers and periodicals are facing the double pressure of survival and development.Newspaper retail is the barometer of newspaper distribution business, so it is very important to do well newspaper retail business.At the same time, with the deepening of the reform of China's newspaper distribution system and the intensification of market competition, private organizations have stepped into the field of newspaper distribution, and the market share of newspaper distribution has been quickly encroached upon by various channels.The retailing business of postal newspapers and periodicals is facing unprecedented competition and challenge, and the development of the business has become an important subject that must be faced by postal enterprises.This paper aims at the problems of low efficiency, unreasonable layout, low operating income, confused management of purchasing channels, lack of supervision and supervision means, and so on, through the study of marketing channel theory.Based on the analysis of the external and internal environment facing the newspaper retail business in C province, this paper optimizes and designs the channel system suitable for the current situation of the newspaper retail company in C province, that is, under the multi-channel strategic goal,To implement the newsstand point chain operation mainly, to join the community, convenient service station as a supplement, and then carry the postal parlor, postal music network and other online channels of the composite channel marketing system.Through this optimization, the newspaper retailing industry can combine its own characteristics, make some achievements in the channel construction, make the distribution of the channel tend to be reasonable, so as to build a high efficiency.The high quality channel system enables the post newspaper retail channel to compete with the social channel, to expand the market space, to control the market discourse in an all-round way, and to promote the transformation and development of the post newspaper retail business.Based on the marketing channel management theory, this paper studies the marketing channel theory extensively, combines the relevant management data and management methods within the enterprise, takes the newspaper stand management as the specimen, and actively goes deep into the market research.This paper analyzes the problems existing in the current marketing channels and the reasons behind the problems. Finally, combining the scientific theory and practical experience, the channel optimization scheme is put forward.This paper hopes that through the research of the optimization strategy of the retail marketing channels of postal newspapers and periodicals, it has certain reference significance to the retail business of postal newspapers and periodicals and even the whole newspaper retail industry.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G219.2-F

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