本文選題：報刊零售　切入點：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,隨著移動互聯(lián)網(wǎng)和數(shù)字媒體的迅猛發(fā)展,傳統(tǒng)紙質(zhì)報刊銷售受到嚴(yán)重沖擊,報刊銷售面臨生存和發(fā)展的雙重壓力。報刊零售又是報刊發(fā)行業(yè)務(wù)的晴雨表,所以抓好報刊零售業(yè)務(wù)對整個報刊發(fā)行至關(guān)重要。同時,隨著我國報刊發(fā)行體制改革的深化,市場競爭加劇,民營機(jī)構(gòu)步入報刊發(fā)行領(lǐng)域,報刊發(fā)行的市場份額被多種渠道快速侵占,郵政報刊零售業(yè)務(wù)面臨著前所未有的競爭和挑戰(zhàn),業(yè)務(wù)的發(fā)展問題已成為郵政企業(yè)必須面對的重要課題。本文針對C省報刊零售業(yè)務(wù)營銷渠道運營效率低、布局不合理、經(jīng)營收入低、進(jìn)貨渠道管理混亂、缺乏監(jiān)督監(jiān)管手段等問題,通過對營銷渠道理論的學(xué)習(xí),對C省報刊零售業(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)計了適合C省報刊零售公司當(dāng)前狀況的渠道體系,即在多渠道戰(zhàn)略目標(biāo)下,實施以報刊亭點連鎖經(jīng)營為主,以社會加盟、便民服務(wù)站為輔,再搭載郵政郵掌柜、郵樂網(wǎng)等線上渠道的復(fù)合型渠道營銷系統(tǒng)。通過這種優(yōu)化使得報刊零售行業(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,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)建一個效率高、品質(zhì)好的渠道體系,使郵政報刊零售渠道能夠與社會渠道競爭,擴(kuò)展市場空間,全面掌控市場話語權(quán),推動郵政報刊零售業(yè)務(wù)的轉(zhuǎn)型發(fā)展。本文主要以營銷渠道管理理論為基礎(chǔ),廣泛學(xué)習(xí)研究營銷渠道理論,結(jié)合企業(yè)內(nèi)部相關(guān)經(jīng)營數(shù)據(jù)和管理辦法,以報刊亭經(jīng)營管理為標(biāo)本,積極深入市場調(diào)研,分析當(dāng)前營銷渠道存在的問題,以及問題背后的原因,最后結(jié)合科學(xué)理論與實際經(jīng)驗提出渠道優(yōu)化方案。本論文希望通過此次對郵政報刊零售營銷渠道的優(yōu)化策略研究,對郵政報刊零售業(yè)務(wù)乃至整個報刊零售行業(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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G219.2-F

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