毕业设计（论文）-鞍山报业发行总公司营销策略研究.doc

鞍山报业发行总公司营销策略研究 摘 要 社会主义市场经济的深入，使我国报纸由过去的卖方市场转变为激烈竞争的买方市场，报纸市场的成长和变化，势必要求鞍山报业发行公司的报纸营销从幼稚走向成熟。本文主要通过5个方面概括了有关鞍山报业集团发行公司的营销策略：一是通过对国内外的报纸发展历程来阐述了有关报纸的历史背景,并介绍了本文的写作目的以及研究方法；二是分别介绍了有关公司的现状、发展状况、经营项目以及发行模式，从中还提出了有关发行公司出现的营销问题；三是通过营销理论基础介绍了有关报纸营销的原则、特点及作用；四是介绍了有关发行公司的营销策略组合，针对公司出现的问题提出了解决方案并做出了营销策划；五是阐述了发行公司的主要渠道，介绍了发行公司的渠道策略并提出了又关发行公司的渠道管理的注意事项。 关键词：发行公司， 报纸营销， 营销策略，渠道策略 Marketing Strategy Research Of Anshan Newspaper industry Release Corporation Abstract Socialist market economy thorough, caused our country newspaper to transform by the past seller market into the steep competition buyers market, the newspaper market growth and the change, will request Anshan newspaper industry issuing company the newspaper marketing from to move towards weakly inevitably maturely. This article mainly summarized through 5 aspects concerned Anshan syndicate issuing companys marketing strategy: One, through elaborated to the domestic and foreign newspaper development course the related newspaper historical perspective, and introduced this article writing goal as well as the research technique; Two was introduced separately the related companys present situation, the development condition, the management project as well as the release pattern, also proposed the related issuing company appeared marketing question; Three, introduced the related newspaper marketing principle, the characteristic and the function through the marketing rationale; Four, introduced the related issuing companys marketing strategy combination, the question which appeared in view of the company proposed the solution and has made the marketing plan; Five, elaborated issuing companys main channel, introduced issuing companys channel strategy and proposed closes the matters needing attention which the issuing company the channel manages. Key words: Issuing company；Newspaper marketing; Marketing strategy and plan; Channel strategy 目 录 1 绪论………………………………………………………………