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四年前,石家庄市《书刊报》发行量已经跌到一万来份,现在,《书刊报》不但没有陷入困境,反而逆风飞扬,发行量突破十万,从一个外印点增加到全国三个印点,其他事业也蒸蒸日上。《书刊报》的发行经营策略可以用“三化”概括:即整订零售化、零售印点化和印点整订化。整订零售化在一份报纸刚走向市场时,或者一份报纸已经远离市场,又要走向市场时,零售比整订更重要,道理在于,零售对读者而言是主动购买,对报社而言是被动销售;整订反之。因此,报纸编辑部门编辑(生产)出来的报纸(产品)是不是适应读者(市场)的需求,从零售入手是解决问题的关键,是整个工作的突破口。就当时的《书刊报》发行部门来说,与其跑出去订几份报纸,还不如跑出去
Four years ago, Shijiazhuang City, “Newspaper,” the circulation has dropped to 10,000 copies, and now “Journal” not only did not get into trouble, but headwinds, circulation exceeded one hundred thousand, from a foreign point to increase to three A print, other business is booming. “Book Magazine” issue management strategy can be used “three of ” Summary: that is, the whole retail, retail printing and printing and finishing. Retailing is more important than making a reservation when a newspaper is new to the market, or when a newspaper is far from the market and going to the market again. The truth is that retailing is a voluntary purchase for readers and for newspapers Passive sales; Therefore, newspapers (products) edited (produced) by newspaper editors are not adapted to the needs of readers (markets). Starting from retail is the key to solving the problems and the breakthrough of the entire work. In the case of the circulation department of the periodical, it would be better to run out than to run a few newspapers