Research On Book Distribution Channel Strategy Of GXJY Press

The development of the Internet,science and technology,and the constant change of policy have led to great changes in the publishing industry and the publishing market.Facing the increasingly fierce market competition,as an important part of the publishing market,the publishing house must make changes to keep up with the pace of The Times.As an important institution of party and state ideological propaganda and meeting the spiritual and cultural needs of the people,publishing house has long been subordinate to the state propaganda department and is subject to great government intervention.After the separation of the bureau,the management department and the business department,the publishing house began to face the market.Although the publishing house has been actively exploring the way of management,the problems and inertia left over from history have been hindering the pace of its marketization.As a way for publishing houses to deliver books to consumers,distribution channels are directly related to the economic benefits of publishing houses.However,in reality,problems such as old distribution channels,bloated channel members and conflicts,resulting in increased channel costs and low efficiency of the publishing houses distract them from improving book quality.Therefore,it is of positive practical significance to analyze the publishing house and its distribution channels,find out the problems and put forward corresponding channel strategies according to the actual situation.In this paper,by looking at home and abroad about the press and the related research of the strategy of distribution channel and literature,collect GXJY press related data from various departments,combined with their own work experience,to GXJY press,analyzes the present situation and the existing problems of distribution channel,and then SWOT mature marketing theory to GXJY press market environment and analyzing the present situation and problems of distribution channels,finally found the deficiencies and put forward the corresponding optimization measures.Through research,this paper get the following conclusion: distribution channel and its strategy of press operation and development is significant,the influence of GXJY press should be based on the current market environment and their own advantages anddisadvantages,looking for suitable for their own development direction and the target market,and get rid of too reliant on state-owned bookstores are bloated and inefficient distribution channels and channel,channel at the same time,according to the advantages of products to choose matching channel strategy,at the same time vigorously develop channel flat,in order to gain more advantage in the future development.This paper can also provide experience and reference for other publishing houses and publishing enterprises.