Research On Marketing Channel Tactics Of Yuelu Publishing Houses

With the increased openness of China's publishing industry, the competition becomes more and more fierce, which requires publishing enterprises to pay more attention to channels, to design the channel structure scientifically, to build the smooth distribution network and grasp the terminal market. In this paper, we choose Yuelu Publishing House to analyze its channels'current status and problems and design its structure with the application of marketing theories, aiming at addressing this company's channel problem.We do the following work in this paper: Firstly, we sort out the background information of Yuelu Publishing House, conduct environment analysis and SWOT analysis, and point out its channels'problems and the need for channel design. Secondly, we analyze factors which could impact the channels and contrast the gap between capacity and strategic requirement from SWOT analysis to identify the channels'improvement objective. Thirdly, we propose the improved design scheme based on the objective and principle. Fourthly, we suggest that distribution channel management should be strengthened to facilitate the effective implementation of the scheme. Finally, we advance measures to safeguard channel management improvement.Through research, we find that Yuelu House should take differentiation strategy and implement business diversification. Its channels'impact characteristics are the concentrated market areas, limited supply capacity of middlemen and distributors, limited financing capacity, old organizational system and the lack of marketing talents with comprehensive quality. The scheme includes organizational structure adjustment, corporate culture construction, marketing team development, corporate capital expansion, together with enhancing the added value of products and improving information technology systems to promote its channels'upgrading comprehensively.At present, there are many companies in China's publishing industry, which are facing the same problems as Yuelu Publishing House, such as how to construct the distribution channels to gain the competitive advantage? On one hand, the channel improvement recommendations improve the bookstore's distribution channels'efficiency to gain the core competitiveness. On the other hand, the recommendations give references to the peers in the publishing industry.