| Having benefited from "post-distributing combination" mode of the planned economy era, China Post is still one of the most powerful distribution channels for newspapers so far. With the long-term accumulated business resources, it occupies the starting position in the competition of current newspapers and periodicals distribution. But with the market economy’s further development in the cultural field and the impact of China’s WTO accession on national cultural system reform, various types of capitals are or will be rushing into this distribution field, which leads to the more intense and brutal competition. Subsequently, newspaper self-issuing trend is becoming more and more evident. In such circumstances, how to integrate resources, establish brand and perfect marketing has become the prominent issue need to be solved for China Post in order to face challenges and further develop.This paper uses the marketing policy and strategy in the marketization and internetization environment of the newspaper publishing agency of Shandong Post Company as the research topic. Based on fact of inefficient research on the marketing policy level for the current postal newspaper publishing field, the paper adopted the combination of standard research and case studies, conducted special investigations within a certain range in the enterprise and furthermore and carried out organization and analysis on the basis of extensive literature research and targeted data collection. By means of field research on marketing policy management status, adopting a combination of PEST, Five Forces model, SWOT and other policy analysis methods, taking into account unique factors of newspaper publishing field and basic information of the newspaper publishing agency of Shandong Post Company, the paper analyzed its marketing policy management status, pointed out the lack and places for improvement. For shortcomings and inadequacies, through the analysis of external and internal environmental factors, based on the characteristics and the overall development trend of newspaper publishing industry, the paper tried to give out marketing strategy ideas. |
