Research On The Key Factors Of Intermediary Network Distribution Channel Choices Of Publishers

According to the type of network distribution channel, the dissertation simply divides it into two sorts:distribution through publisher's websites and distribution through electronic intermediaries. In recent years, the rapid development of Internet and Economic Commerce brings great impacts on the traditional distribution, and distributing books through internet becomes very common. However, most of the publishers'websites are lack of competitiveness on book-sales business compare to the online bookstores based on Internet, which means the publishers still have to rely on the online bookstores to distributing their books. But in China, the online book-sale market is captured by several large-scale online bookstores while most of the medium and small online bookstores are uncompetitive. Therefore, how to choose the right channel for book online distribution in order that publisher could get a acceptable channel cost as well as high-quality service is definitely important. So researching on the key factors that influence the choice of Intermediary network distribution channel on publisher s is both significant and necessary.Firstly, this dissertation systematically summarized the relevant theoretical and empirical researches in literature. Then, the author brings forward eight factors that affect the choice of the network intermediaries distribution channels, along with the initial interview,29 subsections are drew out by the author, then come into being the questionnaire.Secondly, through the questionnaire survey on the managers, we draw a conclusion that there five factors that affect the choice of the network intermediaries distribution channels——provider, marketing, economic, technical support and intangible basis.Thirdly, this dissertation adopts analysis of variances to study the relevance between the key factors and the characteristics of the interviewee and the characteristics of the publisher. The result can modify the model and give some explanations for the limitation of this research. Fourthly, using the analysis of logistic, we justify and modify the previous research conclusions and study the relationship between the performance evaluating of the five key factors and the manager's decision identification.Finally, the dissertation makes a conclusion of the previous studies and brings forward some suggestions for publishing-enterprise-managers. Then the dissertation winds up with the research limitations and prospects.