On Optimization Of Marketing Channel Of AHWY Publishing House

In recent years, with the development of society, science and technology, the national policy on the promotion of enterprise-style management of publishing houses was issued in 2005, resulting in publishing market liberalization and tough competition. The publishing houses have been affiliated with the propaganda department of the Party and government offices since 1949, resulting in the publishing houses and the other enterprises have some features in common on the one hand, on the other, the publishing houses have been the important sector in the dissemination of knowledge, culture, technology and information. Before the structural reform, the government’s administrative intervention on the publishing houses was heavy, for example, book publications, book purchases and sales were all coordinated by the government, and the publishing houses needed not to consider economic issues. As a result, many publishing houses ignored book sales, resulting in many historical issues. Therefore, it is vital that the management of publishing houses should be strengthened, the design of marketing channels should be attached much importance, and a reasonable distribution network should be founded.Taking the marketing channels of AHWY Publishing House as the analysis object is of great importance in both theory and practice. On the one hand, it can provide some references for the analysis of the deficiencies of the marketing of the publishing houses; on the other, it can provide some references for the formulation of scientific management measures and the establishment of marketing channels strategies by analyzing the internal and external environment of publishing houses marketing channels, and by SWOT analyzing for marketing channels design and improvement, according to characteristics of AHWY Publishing House.This paper is divided into six parts. Chapter one elaborates the background and significance of this paper based on the actual research, and puts forward the innovations and characteristics of the paper according to the research status both at home and abroad. Chapter two explains the theory, including book marketing theories and marketing channels theories which lay a solid theoretical foundation for the research in this paper. Chapter three analyzes the status quo of AHWY Publishing House, and points out problems in its marketing channels. Chapter four analyzes the internal and external environment, and the influencing factors of the marketing channels. Chapter five puts forward the object of the marketing channels design, and probes into strategies of marketing channels and channels construction safeguards in depth. The last part is the conclusion and forecast, with a view to put forward useful references for marketing channels construction of the publishing industry.After analysis, conclusions are drawn. The design of marketing channels strategies should be based on careful researches and analyses. According to the analyses of AHWY Publishing House itself and other influencing factors, it is held that AHWY Publishing House needs to integrate a variety of marketing channels while the main marketing channel, Xinhua Bookstore, is being weakening, so as to adopt a flat marketing channel development. It is necessary to implement differential pricing system strategy, which holds that price and discount rate should be based on the importance and hierarchy of the channel members. It is also necessary for the publishing house to adopt a series of promotional activities combined with distributors according to its own characteristics and advantages. It is necessary to recruit professional talents on management and marketing, and bring advanced book marketing concepts into operation. The optimal design of marketing channels not only can help the publishing houses solve problems left by history over the years, but also allow them to give full play to their advantages, so as to achieve good economic and social benefits. Furthermore, the actual study of AHWY Publishing House can provide valuable information for future related businesses.