發(fā)布時(shí)間：2018-04-04 16:28

  本文選題：報(bào)刊零售　切入點(diǎn)：渠道優(yōu)化　出處：《電子科技大學(xué)》2015年碩士論文

【摘要】：近年來(lái),隨著移動(dòng)互聯(lián)網(wǎng)和數(shù)字媒體的迅猛發(fā)展,傳統(tǒng)紙質(zhì)報(bào)刊銷(xiāo)售受到嚴(yán)重沖擊,報(bào)刊銷(xiāo)售面臨生存和發(fā)展的雙重壓力。報(bào)刊零售又是報(bào)刊發(fā)行業(yè)務(wù)的晴雨表,所以抓好報(bào)刊零售業(yè)務(wù)對(duì)整個(gè)報(bào)刊發(fā)行至關(guān)重要。同時(shí),隨著我國(guó)報(bào)刊發(fā)行體制改革的深化,市場(chǎng)競(jìng)爭(zhēng)加劇,民營(yíng)機(jī)構(gòu)步入報(bào)刊發(fā)行領(lǐng)域,報(bào)刊發(fā)行的市場(chǎng)份額被多種渠道快速侵占,郵政報(bào)刊零售業(yè)務(wù)面臨著前所未有的競(jìng)爭(zhēng)和挑戰(zhàn),業(yè)務(wù)的發(fā)展問(wèn)題已成為郵政企業(yè)必須面對(duì)的重要課題。本文針對(duì)C省報(bào)刊零售業(yè)務(wù)營(yíng)銷(xiāo)渠道運(yùn)營(yíng)效率低、布局不合理、經(jīng)營(yíng)收入低、進(jìn)貨渠道管理混亂、缺乏監(jiān)督監(jiān)管手段等問(wèn)題,通過(guò)對(duì)營(yíng)銷(xiāo)渠道理論的學(xué)習(xí),對(duì)C省報(bào)刊零售業(yè)務(wù)所面臨的外部環(huán)境和內(nèi)部環(huán)境進(jìn)行充分分析,為其優(yōu)化設(shè)計(jì)了適合C省報(bào)刊零售公司當(dāng)前狀況的渠道體系,即在多渠道戰(zhàn)略目標(biāo)下,實(shí)施以報(bào)刊亭點(diǎn)連鎖經(jīng)營(yíng)為主,以社會(huì)加盟、便民服務(wù)站為輔,再搭載郵政郵掌柜、郵樂(lè)網(wǎng)等線上渠道的復(fù)合型渠道營(yíng)銷(xiāo)系統(tǒng)。通過(guò)這種優(yōu)化使得報(bào)刊零售行業(yè)在持續(xù)萎縮的大變革環(huán)境之下,能夠結(jié)合自身的特點(diǎn),在渠道建設(shè)方面有所作為,使得渠道的布局趨向合理,從而構(gòu)建一個(gè)效率高、品質(zhì)好的渠道體系,使郵政報(bào)刊零售渠道能夠與社會(huì)渠道競(jìng)爭(zhēng),擴(kuò)展市場(chǎng)空間,全面掌控市場(chǎng)話語(yǔ)權(quán),推動(dòng)郵政報(bào)刊零售業(yè)務(wù)的轉(zhuǎn)型發(fā)展。本文主要以營(yíng)銷(xiāo)渠道管理理論為基礎(chǔ),廣泛學(xué)習(xí)研究營(yíng)銷(xiāo)渠道理論,結(jié)合企業(yè)內(nèi)部相關(guān)經(jīng)營(yíng)數(shù)據(jù)和管理辦法,以報(bào)刊亭經(jīng)營(yíng)管理為標(biāo)本,積極深入市場(chǎng)調(diào)研,分析當(dāng)前營(yíng)銷(xiāo)渠道存在的問(wèn)題,以及問(wèn)題背后的原因,最后結(jié)合科學(xué)理論與實(shí)際經(jīng)驗(yàn)提出渠道優(yōu)化方案。本論文希望通過(guò)此次對(duì)郵政報(bào)刊零售營(yíng)銷(xiāo)渠道的優(yōu)化策略研究,對(duì)郵政報(bào)刊零售業(yè)務(wù)乃至整個(gè)報(bào)刊零售行業(yè)具有一定的借鑒意義。
[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.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G219.2-F

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