南风窗期刊发行物流成本改善方案

发布时间：2018-08-27 15:52

【摘要】：《南风窗》属新闻类杂志，作为一种文化快速消费品，《南风窗》以双周为周期，每一周期内设计制作出一期杂志并完成发行（销售）。超出周期后，当期杂志就基本不再有销售价值，以退货的方式返回到生产商（杂志社），用于销售核算、再次利用。因为其强周期性的特点，缩短物流时间、实现全国销售终端的快速铺货就成为一个重要的环节。随着国内具备商务印刷能力的城市日渐增多，，互联网的发展又使杂志数字内容的异地传送更加简便快速，理论上选择在国内更多城市同步印刷上市，可以大幅缩短了杂志到达销售终端的距离。而受客观条件制约，国内新闻类杂志的市场未能充分打开，《南风窗》、《三联生活周刊》、《中国新闻周刊》等具有代表性的新闻类杂志单期销售量都不算太大。对于一个印刷点，杂志印刷量越高，单本平均价越低，且对起印量有着明确的要求。在这种条件下，如何寻求杂志上市快速销售和印刷成本间的平衡，如何在尽量做到物流成本最低化的同时又能保证物流服务水平达到要求，实现利润最大化，具有实际意义。本论文对《南风窗》物流现状详细分析，针对南风窗的物流结构现状、成本控制及其影响因素，如印刷点的布局、库存控制模式、退货回收模式、运输模式等方面分析,并提出可行的改善措施，在保证物流服务水平的条件下降低物流成本。新闻类杂志发行周期、发行方式及物流运作等方面，都有较大的相似性，本文也可以作为国内新闻类杂志物流改善研究的参考。
[Abstract]:Nanfeng window is a news magazine. As a kind of cultural fast moving consumer goods, Nanfeng window has a biweekly cycle, and a magazine is designed and distributed in each cycle. Beyond the cycle, the current magazine basically no longer have sales value, return to the manufacturer (magazine), for sales accounting, re-use. Because of its strong periodicity, shortening the logistics time and realizing the fast spreading of goods in the national sales terminal becomes an important link. With the increasing number of cities with commercial printing capabilities in China, the development of the Internet has made it easier and faster to transfer digital content to magazines. In theory, they have chosen to print and list in more cities at the same time. Can greatly shorten the magazine to the sales terminal distance. Restricted by objective conditions, the market of domestic news magazines has not been fully opened, such as Nanfeng window, Sanlian Life Weekly, China Newsweek and other representative news magazines. For a printing point, the higher the magazine print, the lower the average price of a single copy, and the more it is required to print. Under this condition, how to find the balance between the fast sale and printing cost of the magazine, how to minimize the logistics cost and at the same time to ensure the level of logistics service to meet the requirements and realize the maximum profit, has practical significance. This paper analyzes the logistics status of Nanfeng window in detail, and analyzes the logistics structure, cost control and influencing factors of Nanfeng window, such as the layout of printing points, inventory control mode, return and recovery mode, transportation mode, etc. And put forward feasible improvement measures to reduce logistics cost under the condition of ensuring logistics service level. There are great similarities in the circulation cycle, distribution mode and logistics operation of news magazines. This paper can also be used as a reference for the research on the logistics improvement of domestic news magazines.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G232

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