Research On Direct Selling Strategy Of Reader Products Of Company A

The in-depth development of big data and internet technology has had a profound impact on the traditional dissertation journal marketing.The periodical marketing strategy relies more and more on internet data technology,and the marketing model is in an important transformation period.From the domestic market,different journals are seeking the reorganization and expansion of their own sales channels through the improvement and optimization of sales strategies,and hope to further improve marketing performance and marketing quality.In this thesis,the marketing performance of journal of Readers is fluctuating and declining,and the marketing strategy is facing a major optimization dilemma.Under this background,based on the questionnaire survey and statistical analysis,this thesis studies the Journal of Readers’ direct sales strategy of company A,and makes an in-depth discussion on the marketing of journal of Readers,which not only helps to improve the marketing strategy of journal of Readers,but also has important enlightenment significance to enterprises in the same industry.The research object of this thesis is the direct selling strategy of Journal of Readers for company A.The purpose is to put forward feasible direct selling strategies and supporting guarantee measures for Journal of Readers on the basis of identifying the current marketing problems and analyzing the deep causes of these problems.This thesis mainly adopts the methods of literature analysis,questionnaire survey,statistics and comparative analysis.Firstly,this thesis studies the problems and reasons existing in the current marketing,and then studies the market segmentation,target market and market positioning of Journal of Readers based on the comparative analysis of the effectiveness of direct selling strategy of reader’s products of company A.Then,based on the actual resource conditions,this dissertation puts forward the specific direct selling strategy of Journal of Readers,including online direct selling strategy and offline direct selling strategy.Finally,this dissertation studies the safeguard measures that company A should provide in order to ensure the implementation of direct selling strategy.This dissertation holds that the problems of the current marketing strategy of Journal of Readers are reflected in the monotonous marketing channel,low quality of channel operation and maintenance,low accuracy of marketing strategy,low utilization efficiency of marketing channel,low attention to customers and low innovation of marketing strategy.The main reasons for these problems are company A’s low attention to marketing strategy,lack of target market segmentation,failure to consider the impact of technology,and lack of professionals and innovation driving force.Direct selling strategy is the main way to improve the sales strategy.The reason is that the direct selling strategy has the advantages of sales volume and cost,and it can improve the sense of customer experience and purchase initiative.At the same time,the direct selling strategy can more accurately meet the needs of customers.Based on this,this dissertation believes that the market positioning of Journal of Readers is to highlight the product characteristics of its cultural and emotional magazines.The target core customer group is the educational customers among collective customers and individual customers.In marketing,it adopts the centralized direct selling strategy.The direct selling strategies that company A can adopt include online direct selling strategy and offline direct selling strategy.Online direct selling strategies include optimizing online sales channels,building mobile online sales channels and carrying out online conference direct selling.Offline direct selling strategies include three strategies: focusing on deepening the direct selling channels of collective customers,expanding the direct selling channels of third and fourth tier cities,and building offline conference direct selling channels.At the same time,company A should formulate perfect safeguard measures for the implementation of direct selling strategy.These guarantees include but are not limited to talent echelon guarantee,technical condition guarantee,customer information base construction guarantee,supporting service guarantee,financial resource guarantee and organizational mechanism guarantee.Based on the questionnaire survey data,this thesis analyzes the direct selling strategy of journal of Readers,which has strong literature value in the research data;This thesis puts forward the online direct selling strategy and offline direct selling strategy of reader products of company A,these strategies have a certain degree of innovation and have a certain innovative value in the existing practice.