Research On The Strategy Of Publications Distribution Of Shandong Post

In recent years, with the central culture system reform unceasing deepening and the Shandong’s postal management mechanism innovation reform gradually advancing, the survival and development of the environment for newspapers and periodicals distribution sector have happened dramatic changes. With the market competition intensifies gradually, and the impact of emerging media becomes more intense, readers demand increasingly showed a trend of diversification and individuation. The course of Shandong’s postal newspapers and periodicals issued after60years development in professional should be how to deal with the change? In this background, the importances of "strategic" in Shandong’s postal newspaper increasingly prominent, Shandong’s postal newspaper needs with professional competition strategy to guide the business development direction, establish competitive advantage.This article adopts the method of comprehensive analysis combined with case study, in order to "Shandong’s post newspaper competition strategy research", and Shandong’s postal newspaper as the research object, on the basis of investigation and literature retrieval, we analysis the Shandong’s post newspaper distribution business competition strategy. Before the reform and opening up Newspaper as a traditional professional post is the only mode newspaper in China, but with the rapid development of economy, the past shall be exclusively operated by postal newspapers and distribution business, present a distributing mode gradually. BaoKanShe self-issued has become a scale, and the social distributor is booming. The postal network advantage and brand advantage is still in the lead, but other aspects of the advantage is gradually disappear. The theme of this article is to explore that Shandong postal newspaper and periodicals issue how to stand out in the fierce competition conditions, and set up their own competitive advantage.In this paper, from the background of Shandong’s postal newspapers and distribution sector and the competitive strategy related theory and research results at home and abroad for reference, we comprehensive analysis and research about Shandong’s postal newspapers and the release of the external environment, competition situation and internal resources, and the internal ability. Through argumentation we found that differentiation competitive strategy for concentrating most conducive to Shandong’s postal newspaper play the internal advantage, grasp the external opportunity, and promote the comprehensive development. And Shandong’s postal newspaper also had the requirement of implementing differentiation competitive strategy and ability, thus obtained the differentiation competitive strategy is a strategic choice for the current Shandong’s postal newspapers and offering the best conclusion. On this basis, this paper is further in detail differentiation from product development, customer service differentiation, market differentiation and other aspects, combined with the construction of business ecosystem, and the concrete implementation of differentiation competitive strategy. And we put forward the corresponding strategic implementation safeguard measures from the management mechanism, human resources, enterprise culture and information technology, network construction.This article hopes that Shandong’s postal newspaper can play a positive role to further improving the market competition ability, and hopes to provide certain reference significance and reference value for Shandong’s postal newspaper professional future development planning and management decision-making.