发行被誉为报纸的生命线。改革开放以来,我国报刊发行经历了三个历史阶段,实现了三轮创新,取得了三大突围:第一次是冲破了“邮发”的垄断局面,自办发行取得了合法地位;第二次是冲破了观念和体制上的束缚,引入营销理念,进行公司制改造,初步形成了多元化的发行体系;第三次是引入“整合营销”和“物流”理念,实现了“发行经营”向“经营发行”的转变,报刊发行改革渐趋成熟。 Issued as the lifeline of the newspaper. Since the reform and opening up, the circulation of newspapers and periodicals in our country has gone through three historic stages, achieved three rounds of innovation, and made three breakthroughs: the first one broke through the monopoly of “postal mail” and the legal status of self-run issuance has been obtained; The second is to break through the ideological and institutional constraints, the introduction of marketing concepts, corporate system transformation, the initial formation of a diversified distribution system; the third is the introduction of “integrated marketing” and “logistics ” concept, Realized the transformation of “distribution management” to “management distribution”, and the reform of distribution of newspapers and periodicals has become more and more mature.