广西日报社报刊发行营销管理的研究-工商管理专业论文.docxVIP

ABSTRACTWhen ABSTRACT When market economy replaced planned economy,Chinese traditional press，which w邪nm at the expense ofthe government before．had made a major step on marketization． Distribution is the key link of newspaper work,through which,advertising function and information transmitting function of newspaper could be eventually put into effect,at the sanle time，distributing income and advertising income could be obtained to support and fulfill the sustainable development of a newspaper．Since readers had disparate choice to newspaper,distribution had virtually entered a period of press marketing．Introducing marketing idea into newspaper distribution is the important changes at the recently years． Newspaper distributing field have become the major battlefield of newspaper competition and the hot-spot concerned by newspapers． Cause the differences ofpolitics，economy,culture，geography,eet．There ale various differences in the reform and development condition of press distributing marketing management between Chinese and foreign newspapers．As the market competition of newspaper is hotting up，great changes have taken place in both pattern and idea of Chinese press distribution．The distributing pattern ofGuangxi Daily have developed from combination_of．distribution-with-post to distribution-added—post to self-distribution to self-distribution—added-current-of-materials．But objectively speaking，presently the distributing marketing management of domestic newspapers，including Guangxi Daily,is still in the primary stage and have lots of weakness．How to get rid of the imprint of the traditional distributing pattem completely,tO precisely established marketing strategies and to make the modem marketing idea run throuIgh each links of the distribution are still needed to be solved urgently． KEY WORDS：Guangxi Daily Newspaper Distribution Marketing Management Self-distribution Marketing strategy Ⅱ 广西大学学位论文原创性声明和使用授权说明原创性声明 广西大学学位论文原创性声明和使用授权说明 原创性声明