报刊发行作为全国邮政的一项传统业务,营销能力不足也一直是制约各地报刊发行专业发展的主要瓶颈。对此,河南省公司按照集团公司的要求,积极转变营销方式,由原来依靠社会发行站及投递人员上门营销,向主题营销、数据库营销、零售平台运营等营销方式转变,推动了报刊发行业务的健康发展。开展主题营销探索发行新途径开展主题营销,是河南省公司在营销实践中形成的促进发行的有效方法。河南省公司采取报刊社、省公司、市专业局“三结合”的方式,由报刊社派出专家、提供样刊等资源,由省公司负责整 As a traditional postal service nationwide, the lack of marketing capability has also been the main bottleneck restricting the professional development of newspaper and periodical distribution throughout the country. In this regard, Henan Province, in accordance with the requirements of the group company, actively change the marketing approach, from the original relies on social issuers and delivery personnel on-site marketing, marketing to the theme, database marketing, retail platform operations and other marketing changes, promoting the newspaper distribution business healthy growth. To carry out the theme of marketing to explore new ways to launch thematic marketing, Henan Province, the company formed in the marketing practice to promote an effective way to issue. Henan companies to press agencies, provincial companies, Municipal Professional Bureau “three combinations ” approach, by the press agency sent experts to provide samples and other resources, the provincial company responsible for the whole