Study On Strategies Of Newspaper Distributing Channel

Despite a long time growth, newspaper distribution still enjoys a huge potentia for development. Distribution channel net is the most important part in newspape distributing, and which takes up the biggest proportion of the cost. An effectiv distribution channel is essential in developing distributive business. The effectivenes and economic factor of the channel and the communication between reader an market are the crucial criterion in judging the comprehensive strength of a newspapeThe present paper, based on comparison survey of Chinese, Japanese an American newspaper, reaches the following conclusions concerning the majc problems in newspaper distributing in our country:1. In the light of problems in channel construction:indistinct orientation and low serving standard; the low utilization of distributing channel resources and hig costs for operation and uneconomical scale; unqualified client database causes slov feedback and ineffective distribution; low channel brand effect.2. Problems on channel administration:difficult management and control cause by excessive channel members and deputy; low channel integration and disorde compete; low level specialization of channel members.Under instruction of the above mentioned methods and theories, the preser paper puts forward the following marketing strategies in newspaper distributin based on the existing problems:1. Newspaper distribution development strategies:taking a definite channe orientation, providing relationship marketing and raising the utilization rate o resources; cost control over distribution channel and efficiency improvement strengthening the information collection and feedback effect and perfecting clien database; creating distributing channel brand and boosting reader loyalty accelerating industrialization development of newspaper distributing channel. 2. Strategies on newspaper distributing administration:strengthening management and control over distributing channel; encouraging channel members to coordinate the competition and cooperation relationship; enhancing the level of specialization of distributing channel.3. Innovative strategies on newspaper distributing channel:"multimedia" should be used in newspaper distributing channel, logistics concept should be intensified and newspaper distributing channel should be further exploited; carrying out direct-marketing style and creating green release channel...