Research On The Competitive Strategies Of Distributing Newspapers And Periodicals Of Shandong Post

With the reforming of central cultural system and China Post, in the face of a crossfire "an eventful year", after 50 years'development of post newspapers and periodicals distributing, it's very important to deal with this change, make scientific decisions in the major direction of strategic problems, And it is related to the sustainability development and the future of the issue.The thesis is based on a main line of "history, now and the future", named in "research on the competitive strategy of distributing newspapers and periodicals of Shandong Post. It uses the methods of standard research and case studies. Based on special subject investigation and literature retrieval, it collects, arrangements and analyzes data. And it researches the competitive strategy of distributing newspapers and periodicals of Shandong Post through the collection of enterprise basic information, questionnaire research, present situation of the company's business and other methods.This article takes the newspaper and periodicals issue of Shandong Post as the object. China Post started the press issue from nearly 60 years ago, which has become the backbone of China Post. The Post has the industrial superiority of wide coverage, brand and credibility, which makes the Post" main channel" position to become the fact that does not dispute. After 1985, it appeared a succession of multi-channel publishing and distribution of newspapers and periodicals, which broke the monopoly of China Post and market competition began to emerge, the quantity of Post business gradually diverted. How the company in the fierce competitive environment showing itself and creating their own competitive advantage, choosing the suit strategies of development, and winning greater development is the thesis exploring.This article first analyzed the background, history, status quo of post issue and the main points of post distributing, then pointed the necessity of reforming of post distributing. And it analyzed country's macroeconomic environment and present situation of post distributing, pointed out that Shandong Post's development opportunities and threats. Then it analyzed Shandong Post's internal environment, including resources and capabilities as well as the competitive advantages and disadvantages of Shandong Post. Then with the help of the SOWT analysis, the research found that Shandong Post should choose the centralized competitive strategy to gain a foothold in the fierce market competition and play their own advantages to achieve sustainable development. Finally, in order to effectively implement the strategy, Shandong Post should take appropriate protection measures to ensure quality control,, information technology, human resources and enterprise culture, etc.In conclusion, this article made a systematic study on the internal and external environment of WDM company with competitive Strategy theory and discussed the appropriate competition strategy. The research is hoped to be of reference value for the company's future development.