Marketing Strategy Of The Newspaper And Periodical Distribution Business Of Dongchangfu Post Company In Liaocheng

With the increasing development of China’s economy and society,people’s demand for spiritual culture is becoming stronger and stronger,and the social voice of returning to traditional paper media for reading is also rising year by year.As the carrier of spiritual culture,the postal newspaper distribution business is facing new development opportunities.However,with the deepening of the marketization and industrialization reform of China’s newspapers and periodicals in recent yers,the "postal and distribution in one" distribution mode implemented by the postal system in the middle of the last century no longer occupies an absolute dominant position,but faces the huge impact of various distribution modes such as self-run distribution and agency distribution.With the deepering devlopment of reform and opening up,overseas modia distribution companies have also flocked to the domestic market,relying on advanced management concepts to carve up customers and occupy the market,which has greatly increased the survival pressure of postal comparies.In this regard,as a postal company that was conce in a monopoly position in the newspaper distribution market,it should change its development concept,take positive measures,effectively respond to the increasing competitive challenges,and improve the core competitiveness of the newspaper distribution business,which is the first thing for it to seek development breakthroughs.This thesis takes the distribution business of postal newspapers and periodicals in Dongchangfu District,Liaocheng City as the rescarch object.By using the method of literature research and case analysis,on the basis of the key words such as newspaper distribution marketing,collect and sort out relevant literature,refine and summarize the theoretical achievents of predecessors,and analyze the marketing strategy of newspaper distribution business of Dongchangfu post Company through the methods of basic enterprise information collection and analysis,internal interview and business status survey.Based on the marketing strategy of Dongchangfu District Post’s newspaper distribution business in Liaocheng City,this paper is based on the existing marketing theory,hi story and current situation of Dongchangfu Post’s newspaper distribution business,and then analyzes the macro and micro environment of the development of Dongchangfu Post’s newspaper distribution business using PEST analysis method and Porter’s five forces model;Use SWOT analysis method to explore the advantages and disadvantages,development opportunities and threats of the marketing environment of the postal newspaper distribution business.Through STP market segmentation,the market positioning of Dongchangfu Post’s newspaper distribution business was clarified,and the marketing strategy of Dongchangfu Post’s newspaper distribution business in four aspects,including product strategy,price strategy,channel strategy,and promotion strategy,was further developed;Finally,the paper puts forward the guarantee measures for the marketing strategy of Dongchangfu Post’s newspaper distribution business,so as to realize the sustainable development of the newspaper distribution business in Dongchangfu District,Liaocheng City.