Research On Subscriber Behavior Of China Post G Province Branch

In recent years, the continuing reform of the central culture system and the advance of postal management mechanism have led to a significant change in the survival and development of the business for newspapers and periodicals distribution sector in G province.. The intensified competition of marketand the continuing emergence of novel media systems has greatly satisfied various readers with personalized demand.How can the traditional postal business of G province, including newspapers and periodicals with over 50 years’development, adapt to these new circumstance? To survive such severe competition, the principle of "customer orientation" has been regarded as the most important rule that should be followed exactly in the post business of G province. That’s to say, The post entity must make right decisions on the development of the business to establish its superiority based on surveys of the subscribers’interests.Based on the investigation of subscribers’behavior, this thesis takes the status of post newspaper subscribers in G province was analyzed by a combination of comprehensive analysis and case study. Before the reform and opening up, distribution of the press as a traditional professional post is the only system in China, however, with the rapid development of economy, the post business that was exclusively operated in the past, currently presents a situation of multi-channel management. Newspaper offices self-issued has reached a certain scale, and the social distributors are booming. The advantages of postal network and brand remain in the lead, but the advantages of other aspects has gradually disappeared. The subject of this thesis is to explore how to improve service quality and competitive advantage by optimizing the subscriber management, so that the post entity of G province can survive these serious competitions.This thesis, starting from the background of G provincial postal newspapers and distribution sector, through the development course to the current situation, analyzed several key issues on the development of subscriber management. A comprehensive analyseswere performed regarding the industry status, internal resources and overall ability of G provincial postal newspapers and distribution sector.According to the analysis and a further combination with the practical situations, we considered that G province Post entity should improve customer segmentation, customer service, CRM and some other related aspects to optimize the subscriber management system. We further proposed some safeguard measures coveringthe marketing system, human resources, enterprise culture, information technology, and network construction.This thesis is believed to exert a positive effect onimproving the market competition ability of G provincial newspaper and periodicals issue, as well as to provide certain reference significance and value for the planning and decision-making of its future development and management.