A Research On The Book Distribution Channels Of Yangtze Literature And Art Press Under E-business Environment

In terms of China's publish situation,like many other industries market,the book market has undergone the fundamental changes.Consumers,as the demand side,have become the main body of the market.The rapid development of e-commerce market in our country has brought huge impact to traditional book distribution channels,but also brought new opportunities as well.On this background,many publishers have begun to build the network distribution channels.Because the development of domestic book e-commerce is not mature and many press are lack of long-term strategy planning and thinking in the construction of the network channels.Many publishers are facing different problems in distribution channels which give the publisher many challenges now.Yangtze River Literature and Art press,similar to many other presses,is entering the exploration period of transition in distribution channels,which develop a network of distribution channels in 2010 and had achieved good results.The key problem which Yangtze River Literature and Art press faced is how to manage the distribution channels and expand the market share.Firstly,this paper introduces the whole situation of the publishing industry and the e-commerce development in our country at present.From the operational status,the book publishing structure and the competitive market environment of Yangtze River Literature and Art press,we can see that the market competition is very fierce,so the channel construction is very important.Then,we summarize the book distribution channels of Yangtze River Literature and Art press.The book distribution channels under e-commerce environment divides into three aspects: the traditional physical distribution channels,the physical distribution channels which use network technology,pure network distribution channels.According to the research above,this paper indicates current dilemmas of Yangtze River Literature and Art press' s distribution channels.At last,we make a prospect of Yangtze River Literature and Art Press construction of distribution channels,according to its own operating conditions and characteristics.