鞍山报业发行总公司营销策略研究

论文编号:YX022  字数:11770,页数:17 

  摘      要
   
社会注意市场经济的的深入，是我国报纸由过去的卖方市场转变为激烈的竞争的买方市场，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。本问主要介绍了有关公司的基本介绍以及发行公司的营销策略及营销策划的研究与探讨，并分享了有关发行公司的渠道策略的建设与渠道管理中的先进经验。鞍山报业发行总公司是采用高成本发行赢利模式，是贴钱发行的，既报纸的销售价格低于生产成本，报纸的发行量越大，其发行成本.发行亏空就越大。单纯从报纸的一次发行销售来讲，报纸的发行量越大，报社的负利润点就越大。但其是通过报纸的二次销售，即广告销售来平衡报纸的发行亏空，实现报纸的赢利。鞍山报业发行公司的主要经济收入来源，决定于公司的广告收入，决定于报纸广告的广告营业额。

关键字：发行公司; 报纸营销; 营销策略；渠道策略

Anshan Newspaper industry Release Corporation marketing strategy research
                  
                 Abstract
The society pays attention to the market economy thorough ,Was our country newspaper transforms by past seller's market into the keen competition buyers' market, Newspaper market growth and change, Will request Anshan newspaper industry Issuing company's newspaper marketing from to move toward maturely weakly inevitably. Interrogated mainly introduced the related company's basic introduction as well as Issuing company's marketing strategy and the marketing plan research and the discussion, And shared in the related Issuing company's channel strategy construction and the channel management advanced experience. Anshan Newspaper Company issued a high-cost issue is profit, the money issue is posted, both the sales price is lower than the newspaper production costs, the greater the circulation figures of newspapers, issued its costs. The greater the deficit issue. Only the first issue from newspaper sales speaking, the greater the circulation figures of newspapers, newspaper profits, the greater the negative. But their secondary is through newspaper sales, advertising sales to balance the issue of the newspaper deficit and achieve a profitable newspaper. Newspaper distribution company in Anshan's main economic source of income, the company decided to advertising revenue, decided to newspaper ads advertising business.

Key words: Issuing company；Newspaper marketing; Marketing strategy and plan; Channel strategy
  目 录
一 绪论…………………………………………………………………..3
    1 公司介绍…………………………………………………………3
    2 公司发展状况……………………………………………………3
  3公司主要经营项目……………………………………………….3
  4 公司部门设置……………………………………………………4
二 公司营销策略研究…………………………………………………..4
  1 发行公司报纸营销的理论基础…………………………………4
（1）发行公司报的纸营销的基本原则…………………………4
  （2）发行公司的报纸营销的基本特点…………………………5
（3）发行公司的报纸营销的作用……………………………...6  
2 发行公司的发行营销策略与策划……………………………….6
（1）公司的发行模式…………………………………………..6
  （2）发行公司出现的营销问题…………………………………7
  （3）发行公司报纸发行营销的策略组合………………………7
    （4）发行公司的发行营销策划…………………………………9
三 发行公司报纸营销的渠道策略…………………………………11
    1 发行公司现有的主要渠道…………………………………..11
    2 发行公司的报纸营销的渠道策略…………………………..12
    3 发行公司的渠道管理注意事项……………………………..13
结论……………………………………………………………………..15
参考文献……………………………………………………………….16

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