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A Study on the Operation of Periodical Marketing in China

Author: ChenLinLin
Tutor: ZhouMaoJun
School: Wuhan University
Course: Communication
Keywords: Chinese periodicals market-oriented operating Profit model Operating strategies
CLC: G239.2-F
Type: Master's thesis
Year: 2005
Downloads: 256
Quote: 2
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Abstract


From the date 20 years of reform and opening up , China 's periodical market is gradually moving towards the path of development of the enterprise , market-oriented and even industrialization . The periodical industry taking into account the weak foundation , the overall strength of the entire industry has yet to be enhanced , the principal contradiction journals market journals as a special kind of spiritual and cultural commodities how to better implement the market-oriented operations . Therefore , this paper mainly explore the following sections : The first examines the historical development of the Chinese Journal of market-oriented operations , summed up the logic of the three stages and the internal running of the the periodicals market-oriented development . Journals the first phase of the development of market-oriented , rapid development spurt exploration period ; second phase of intensified market competition , market exploration period ; brand exploration period of the third stage , the overall competition . Journal history of the development of market-oriented journals continue to highlight product attributes , control object properties continue to dilute a process . The journals of the reasons for the development of market-oriented macroeconomic environment has three aspects: First, the external economic and political culture ; Second , the journal belongs media industry the development path ; Third , the motivation of the journal 's own internal development . Secondly discussed the domestic market-oriented operation of the status quo in the journal . One of the standard measure of the status quo is a profitable market for the journal . I compared the experience of developed countries of the foreign journals , summed up the major periodicals profitable mode : single point of support profit model and profit model of multi-point support . Profitable status of our journals also generally profitable state in a single point of support , or rely on the issue , or to rely on advertising , have not been able to fully realize the profitability of multi-point support . The standard measure of the status quo of two journals market-oriented operation of resource allocation , summarized the main capital resources , the configuration of the policy and human resources . Finally , a the periodicals market-oriented operating strategy . Including distribution strategy, advertising strategy and brand strategy . The three strategies journals three selling : selling products to sell readers \

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