การปรับกลยุทย์การจัดจำหน่ายของสื่อสิ่งพิมพ์ในภาวะวิกฤติเศรษฐกิจ / ปัญญา จันทรา = Circulation strategy adjustment of the print media during the economic crisis / Panya Juntra
The aim of this research is to study the circulation strategy adjustment of the print media during the economic crisis. The print media can be categorized according to their product life cycle which consists of 4 stages, namely, the introduction stage, the growth stage, the maturity stage and decline stage. It then proceeds to analyze the roles of product in the market in terms of market leaders, market challengers market followers and market nichers. Analyses of marketing strategy and distribution strategy are provided in each stage. This is basically a qualitative research method. It consists of in-depth interviews of executive in charge of distribution in various publishing fions, observation of distribution strategy of Wattajak (Public) Company and Sappasan Company, including a survey of distributors and bookstalls and documentation research. The findings reveal that the distribution strategy of each stage in the product life cycle must conform with the marketing strategy which has been set earlier to achieve the goals in the marketing of each type of print media. In sum, the distribution strategy of the print media in every stage of their life cycle prior to the economic crisis is done on a large scale. During the economic crisis, however, the distribution strategy of the print media in various stage of their life cycle can be summarized as follows. In the introduction stage, the distribution strategy is done on a large scale and aims at educating the readers and distributors about the product period. In the growth stage the distribution strategy is not adjusted: it is more or less the same as that of the introduction stage but aims at maximizing the profit in the maturity stage, both the marketing and distribution strategies are slightly adjusted with the aim to maintain proper market share and respond to vigorous attach from rival companies while expanding the market to other places Finally, in the decline stage all components of the organization are adjusted to achieve standardized working system and trustworthiness among distributors. In surveying the feedback of the policy among the agents, it is found that the operation that strictly follows the strategy results in fairly efficient distribution
