西安理工大学工商管理硕士学位论文 Based on the marketing strategy of Dongchangfu District Posts newspaper distribution business in Liaocheng City, this paper is based on the existing marketing theory,history and current situation of Dongchangfu Posts newspaper distribution business, and then analyzes the macroandmicro environmentofthedevelopmentofDongchangfu Postsnewspaper distribution business using PEST analysis method and Porters five forces model; Use SWOT analysis method to explore the advantages and disadvantages, development opportunities and threats of the marketing environment of the postal newspaper distribution business. Through STP market segmentation, the market positioning of Dongchangfu Posts newspaper distribution businesswasclarified,and themarketingstrategyofDongchangfuPostsnewspaper distribution business in four aspects, including product strategy, price strategy, channel strategy, and promotion strategy, was further developed; Finally, the paper puts forward the guarantee measures for the marketing strategy of Dongchangfu Posts newspaper distribution business, so astorealizethesustainabledevelopmentofthenewspaperdistributionbusinessin Dongchangfu District, Liaocheng City. Key words: Dongchangfu Post; Newspaper distribution; Marketing strategy III 目录 1 导论 .............. 1 1.1 选题背景和意义 ................ 1 1.1.1 选题背景 ............... 1 1.1.2 研究意义 ............... 1 1.2 国内外研究现状 ................ 2 1.2.1 国外研究概述 ............