Internal Control Management Research Of China Daily Distribution Channel

June1,1981, the new China’s first national English-language newspaper "ChinaDaily" in Beijing founded. As the first foreign language newspaper in the country, it’saudience is narrow, and since2009the country requires institutions into enterprises，the competition is everywhere.In this situation, this paper studies that when China Daily faces the opportunities andchallenges what internal and external environment brought about, there are manyproblems caused by traditional thinking in the marketing channels, which obviouslyhindered the reform and the sustainable development. With the promotion of thenewspaper industry, the subsequent impact of the new media will be more serious.Therefore, referring to the problems of the industry and market at this stage, it shouldtakes full advantage of all aspects of the newspaper’s own resources, and analyze thepros and cons of each factor of the existing macro-environmental policies, micro-coretechnology. Enable the internal control of channels, in line with development of theindustry, but also to promote the newspaper’s own ideas and modes of strategicmanagement. It has a meaning which is timely and criticalThe research method of this paper is case study, Case study analysis of China Newsrelease, discover and solve problems. Firstly, research the Development and Present ofChina Daily’s distribution channels; Secondly, analysis the problems of China Daily’sinherent channels; finally applied the theory of internal control, to summarize thenewspaper issuance system control and management, reimbursement rate management,regulation of channel activity, and database information platform management andperformance appraisal management five angles to analyze and control the managementof secondary building China Daily channels.Key conclusions of the article are as follows:(1) China Daily, according to its channelbusiness objectives, constraints and institutional reform incentive system, and assist ina clear division of responsibilities and authorization management.(2) Advance theprevention, during monitoring, reward afterwards, three aspects tostrengthen the management of payment rates.(3) According to its own brand andlinguistic characteristics, focusing on consolidating control channel activity originalchannels, new channels on the establishment of management development and channelcompetition consciousness.(4) Establish a database platform, integrated newspaperresources, services newspaper business, builds the data information exchange system.(5) Implementation of performance appraisal, through the assessment process andresults, monitored the overall effect of newspaper distribution channels of internalcontrol.The case studies of the Internal Control Management of China Daily’s distributionchannels, promote enterprise restructuring, and provide a certain reference value andsustainable development.