Analysis On Exchange Cost Of Newspaper Circulation Marketing

The circulation is the newspaper's lifeline, that is the foundation of the social benefit and the economic benefit. The circulation marketing thought that takes reader as center has been established gradually, along with the press market-oriented improving. The marketing solves the exchange problem, that makes the exchange between the producer and the consumer realized smoothly with both sides being satisfied. The circulation is the exchanging behavior, the essence of which is reader's attention resource exchange with the newspaper information resources. Because of the friction in market, exchange fails to develop smoothly. The more complexed newspaper market is, the higher reader's exchange cost is. Therefore we should correctly analyze the reader's exchange cost and manage exchange cost well, in the market with intensifying competition and more complexity, and so as to improve our managing and running newspaper, promote the reader's loyalty to the newspaper, raise the newspaper marketing level. The reader exchanges cost in this article is divided into four parts which are as the following. The first is the unit efficience cost, that is, in terms of the product, the ratio of the money, the time and the energy cost from the readers in exchange with the newspaper's using value to the newspaper effectiveness (satisfying with content and the value of releasing service), with the supposition of there being no friction force in market, namely the cost of obtaining the unit using value. The unit efficience cost can be strongly compared. With the same efficience, the lower cost is, the stronger competitive ability is. Or with the same cost, the higher effectiveness is, the stronger competitive ability is. The concept of the unit efficience cost reflects the marketing idea of" content is the king". The friction force in the market is called the transaction cost and the agent cost in the economic, Taiwan scholar Qiu Zhisheng divides it as three parts: the cost for the information, the cost of moral crisis and the specific cost, which are the second, third and fouth the reader exchanges cost. The author introduces them into the field of the newspaper releasing market, and so provides a new angle for research. with the concept of the exchanging cost, the newspaper marketing needs to meet the reader's demand, cuts the unit efficience cost as much as possible, and enhances the core competitive ability of the newspaper. And at the same time the cost of the reader searching for the product information should be reduced, the newspaper's popularity should be enhanced and the product attribution defined; to reduce the venture capital is to increase the reader's confidence to the newspaper brand, to enhance the credit of the content and the high quality of service; to take advantage of asset specifity between the newspaper and the readers is to tie the reader with the newspaper, to the consolidate reader market.