A Study On The Ode Of Membership In Newspaper Distribution

Ever since the birth of the newspaper, the distribution has been seen as one of the vital issues in the realization of its sustainable development. In an age of mass media becoming increasingly market-oriented and industrialized, all presses have laid a special emphasis on the distribution of their newspapers, so it is especially essential and urgent that some exploration be made on the distribution mode. To lay down and set up an entirely new distribution pattern is deadly significant for the modern marketing of a newspaper.By applying the marketing theory of associate programs respectively to Beijing Youth Daily's, Luoyang Daily's, Beijing Star Daily's practice of membership system in distributing the newspaper, this thesis holds that the mode of membership in newspaper distribution is a breakthrough and innovation in the marketing of the press in the increasingly complicated circumstance, in which the competition among newspapers becomes more and more intense, readers' fidelity decreases, the audience decides its consumption behavior more and more on its emotional appeal, newspapers devote more to building up intimate relationship with its target audience and paying more attention to effective distribution, the market is more and more categorized, traditional ways of marketing have been less and less influential and the entry into the WTO has brought about great challenge to the press industry. The distribution pattern of membership has the particular features and advantages of confining qualifications for readers, promoting the interaction of editors and readers, adapting to the audience's need, adjusting to the readers' structure and cultivating readers' faithfulness to the press on the one hand, on the other hand it can also enhance the efficiency of the press, enlarge the benefits from advertisement for the press institutions, and form good inter-promotions with the intangible assets of the press. However, the practice of this specific pattern also has some problems for the current press industry of the target market being ambiguous, the service offered not enough or considerate, the fund needed huge, the obtaining of readers' data difficult and etc. This thesis does not only make a comprehensive analysis and speculation of the membership pattern of distribution at the burgeoning stage, but illustrates the point that this kind of distribution mode is playing an increasingly more important part in the press industry, which means much theoretically and practically.