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GD Publication Enterprise’s Channel Design and Application

Author: XieDan
Tutor: LeiPeiLi
School: Beijing University of Chemical Technology
Course: Business management
Keywords: Publishing companies Enterprise Strategy Marketing channels Structural design
CLC: G231-F
Type: Master's thesis
Year: 2006
Downloads: 106
Quote: 0
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Abstract


With the increasing openness of China 's publishing industry , publications, competition is becoming increasingly fierce , which requires publishing companies in China to increase its emphasis on the channel , scientifically designed channel structure , the establishment of a a smoother distribution network , grasp the terminal market . Publishing companies to GD for the study, analysis of channel status quo, channel issues , application of the theory to the structural design , aimed at resolving the problems of the corporate channels . Do the following work : First, collect the GD corporate background information , analysis of the status of its channel , the problems, the need for channel design . Second , the application of the SWOT analysis model to determine GD enterprise strategy . Third, the comparison of the gap between reality capabilities and strategic requirements , to determine GD enterprise channels goals . With the GD business leaders and staff interviews , to determine GD enterprise channels task to assess the impact of factors determine the final channel program . Design questionnaires , field surveys , statistical results , summarized GD enterprise target market consumption characteristics , pursuant to which the proposed channel construction , supporting the implementation of the proposed mechanism . The application of the SWOT model to determine the GD corporate strategy ; contrast the GD corporate reality channels strategic gap required to determine the channels goals ; comprehensive strategy , influencing factors , and interviews to determine the channel program ; these three areas is the innovation of this paper . Through research, we found that GD enterprises should adopt a differentiation strategy , the implementation of business diversification . GD corporate channels affect concentration, characterized by market area the middlemen limited supply capacity , funded enterprises . GD enterprise channel program direct sales , indirect sales , online bookstore , readers club complete direct marketing tasks , the University Bookstore chain region exclusively for indirect sales tasks .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Publishing > Organization and management
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