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Feasibility study of the direct marketing network of newspaper circulation network transformation

Author: ZhengXuGuang
Tutor: SongJianWu
School: China University of Political Science
Course: Journalism
Keywords: Newspaper distribution network Direct Marketing SWOT analysis Transformation
CLC: G215
Type: Master's thesis
Year: 2011
Downloads: 76
Quote: 0
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Abstract


Traditional newspaper industry shrinking economy under the impact of the Internet and other new media , newspaper distribution industry inevitably associated with facing a severe test . The same time , with the increased cost of social and employment , 80, 90 as the main body of the new generation of workers careers increasingly tend skills class positions , the newspaper distribution network of labor-intensive employment difficulties, exacerbated by a network of newspapers survive difficult . Although most of the domestic newspaper distribution network has been carried out on the path of industrialization years of exploration and submit the report to operate from a single sell their own newspaper , send their own newspaper to sell more than reported ; from store to newspapers supermarket ; and from selling other day-to-day supplies distribution .... However , they explore and no change in the income pattern of newspaper distribution network , newspaper circulation is still its main source of income , the fate of the newspaper distribution network woeful ! Thus, the search for breakthrough format transformation , to find new profit growth point has become a hot topic of contemporary newspaper distribution network . Newspaper distribution network development from innovation and innovation to explore the direct marketing business , and achieved some success. Newspaper distribution network in China to study , combing through direct marketing theory to build the basic functions of the direct marketing network system ; direct marketing network and the coordinate system of this theory to study the newspaper distribution network transformation the advantages and opportunities , weaknesses and challenges . Finally, the conclusions of the analysis , the article points out that our newspaper distribution network transformation viable path to direct marketing network issue , and Little Red Riding Hood Co., Ltd. , Hangzhou network daily mall , Chongqing Daily Group issuing company distribution network direct marketing practices example of the feasibility of the design path , find that newspaper distribution network in China to provide the basis for the transformation path .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Journalism,journalism > Newspaper publishing and distribution
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