摘要
科特勒的分销渠道理论对报业是非常适用的。该理论对如何选择与评价渠道成员以及如何激励渠道成员都提出了新颖独到的看法。这些策略和理论对报纸发行渠道的建立同样具有指导意义。我们应将其灵活地运用于报业的实践,使报业方面的理论研究能跟得上我国报业实践的发展。
The theory of distribution channel which was put forward by Philip Kotler suits quite well to the newspaper industry, which puts some original views on how to choose, evaluate and stimulate channel members and it has the same directing function in newspaper distribution channel. We should use it flexibly in the newspaper industry and make its research adapt to the development of the practice in our country.
出处
《芜湖职业技术学院学报》
2006年第3期67-69,共3页
Journal of Wuhu Institute of Technology
关键词
科特勒
分销渠道理论
报业
Kotler
theory of distribution channel
newspaper industry.