Optimal Design And Management Of Channel Of Issuance About New Cultural Newspaper

At present, China's newspaper industry already moved towards the commercialization, the collectivization, the newspaper industry market competition unprecedentedly intense, might say, all non-party newspaper series newspaper has all stepped onto the marketability operation path.Since is the marketability operation, that can face by the market elimination threat.But in newspaper each service, the release holds the extremely important status, to distributes the channel to carry on the optimization, the question which is the newspaper develops when certain degree can not but consider.This article has carried on the comprehensive system analysis to the new cultural newspaper release channel, and proposed the design improvement program.The concrete process may describe for the below content: In the introduction, first elaborated since the near half century the newspaper development path, when as well as has stepped onto the marketability path truly.Then, elaborated the newspaper release importance briefly, as well as important main performance.Finally, has carried on the analysis regarding the current Changchun's newspaper industry market mainstream newspaper, and had confessed broadly the new cultural newspaper carries on the optimized design in Changchun newspaper industry status and to its release channel the necessity. In the first chapter, the channel design and the management rationale carries on the exhaustive elaboration.In this chapter, first talks about is the channel general concept, and introduced the longitudinal marketing channel system.Then, the newspaper profession particularity has carried on the elaboration.The newspaper industry is at the same time one provides two kind of service forms to two markets the industry: At the same time, is lower than the production cost the price to sell the service to the reader the material being - - newspaper, in provides the news for the reader to plant the information service in the foundation, wins the prestige, forms the influence; On the other hand, it sells the service to the advertising agent the invisible - - dissemination ability and the influence, in provides the promotion commodity for the advertising agent in the foundation, finally realizes in the newspaper industry operation process value compensation and the value increment.Because the newspaper has the profession particularity, that, it is necessary to understand its channel the function, therefore, in this chapter last, analyzed thoroughly has distributed the channel the function. Meets down, in the second chapter, has conducted the thorough research to the new cultural newspaper release channel.The new cultural newspaper initial period release still was the tradition"the mail gathers one"the way.After all,"the mail gathers one"has many incomparable superiority, is our country early days of liberation one kind of release pattern which studies from Soviet Union comes, gives the newspaper release work the post office to do, the newspaper office newspaper production, causes to compile and print and to circulate the release by all means to separate clearly."The mail gathers one"continuously as prosperously as the 90's.Certainly,"the mail gathers one"has many malpractices inevitably.Therefore, in 1999, after the new cultural newspaper brand-new edition correction, took the lead in Jilin Province to announce was separated from the post office, walks"managed oneself the release"path, has obtained the tangible effect, the quantity issued swift and violent dramatic rise.But, along with new cultural newspaper development, because the initial period blind expansion quantity issued, in its channel exists the question day by day is also prominent.In this chapter last, has analyzed the concrete question which the new cultural newspaper release channel exists. Third chapter, first introduced affects the new cultural newspaper to distribute the channel the primary factor: Reader group structure, newspaper fixed price, delivery time and release radius, channel drive.Afterwards, the new cultural newspaper release channel current existence question which analyzes in view of the second chapter in, proposed the concrete improvement program.First, in view of Changchun's in issuing station, adopts removes the station strategy; Second, local adjustment release structure, increase retail sales quantity; Third, adjusts other towns to distribute the website layout, the suitable increase effective release, reduces the invalid release; Fourth, in enhancement release human resources management; Fifth, carries on the depth excavation to the channel, creates income voluntarily.In this, how to strengthened in the release the human resources management to carry on the detailed elaboration.No matter because the release service has how complex, but all releases always depend on, the human resources which the human distributes lack inevitably restrict the release marketing the healthy development, therefore how raises a high quality the release troop will be in the current newspaper release management most is essential also is the thorniest question. Should say that, in the first three chapters, optimized the design to the channel to propose the concrete plan.But, lets the channel rise in value, also is the question which the new cultural retribution considered.Therefore, in the fourth chapter, the allocation nature which has in view of the newspaper release channel, in order to distributes the channel to carry on the deep plowing and skillful or intensive cultivation, has introduced the physical distribution concept.The new cultural newspaper newspaper release physical distribution line passes through many year constructions, the newspaper release network expands and the consummation gradually, forms one complex and the huge newspaper release channel net, including the delivery network, the allocation network, by delivers the paper the vehicle to be composed the pipe line network, the demonstration network, of various issuing stations and the headquarters connected computer information system network which is composed by the letter carrier which is composed by the retail sales allocation which is composed by the street or the community newspaper display window and so on, the newspaper office should fully use the channel superiority which already formed, developed the industrial chain positively, caused the release channel increment.Thus, can solve at present to distribute the fund short question well which in the channel exists, provides the fund foundation for the channel improvement program implementation.