| In recent years, with the rapid development of mobile internet and digital media, the sales of traditional paper-made newspapers and periodicals is badly impacted, the sales of newspapers and periodicals is facing with the double pressure from survival and development. In addition, retailing of newspapers and periodicals is the barometer for the issue business of newspapers and periodicals, therefore, it is vitally important to pay adequate attention to the issue business of newspapers and periodicals for the entire newspapers and periodicals issue. At the same time, with the deep reform of the issue system of newspapers and periodicals in our country and the aggravation of the market competition, private organizations are involved in the field of newspapers and periodicals issue, market shares of newspapers and periodicals issue are encroached quickly by various channels, and the retail business for postal newspapers and periodicals is confronted with unprecedented challenge and competition. The problems of business development have been the important issue which postal enterprise has to confront with.Aimed at low efficiency in marketing channel, unreasonable layout, low operating revenue, disordered management for inbound channel, lack of supervision and regulation methods and other problems existing in retail business of newspapers and periodicals in Province C, by learning the theory of marketing channel and sufficiently analyzing the external environment and internal environment which retail business of newspapers and periodicals in Province C is faced with, this article designs channel system of current situation applicable to retail company of newspapers and periodicals in Province C in order to optimization. Namely, under the strategic objective of more channels, implement compound-channel marketing system, taking the chain-store operation of newsstand as the principal thing, taking social participation and convenience service station as the supplementary, as well as carrying with postal manager(Youzhanggui) in postal service, ule.com(Youle network) and other online channels. By this optimization, the retail industry of newspapers and periodicals can make a difference in channel construction by combining with its own characteristics in the persistently atrophied revolution environment, the channel layout is tend to rationality so as to build a channel system with high efficiency and good quality, the retail channels of postal newspapers and periodicals are able to compete with social channel, expand market space, totally control the market speaking right, which promotes the transformation development of retail business of postal newspapers and periodicals.This article is based on theory of marketing channel management, by learning and studying marketing channel theory, combining with the relevant operating data and management method, regarding operation management of newsstand as specimen, taking active part in market survey, analyzing the existing problems in marketing channel and the interior reason, and finally puts forward channel optimization scheme by combining with scientific theory and practical experience. This article hopes that the research on optimization strategy of retail marketing channel in postal newspapers and periodicals can have some certain referential significance for retail industry of postal newspapers and periodicals, and even for the entire retail industry of newspapers and periodicals. |
