BWM(Big Weedly Magazine)——A Mardet-orient Approach Of China's Media Industry

This case study is divided into two parts: case observation and case analysis. In the first part, the author covers an immense amount of media industry-related information & data, and real-life experience as well, to illustrates bow BWM (Big Weekly Magazine) works and survives. In the second part of the case-study, using the learned knowledge, including market-positioning. segmenting.~. advertising strategy, brand- name build-up, competitive advantage, together with hard-earned experience, the author has analyzed key functions of profit-orient organization. Big weekly, a subordinate of HongKang based and world-famous Ta Kung Pao newspaper, used to completely rely on state-allocated budget to survives. After entering China Mainland with new marketing approach, BWM has showed some magic power: It can not only survives, It can also grows to larger scale at incredible speed day by day, only if it function under the rule of economic pattern. Hopefully, readers and interest parties in this field can benefit from a detailed application of the step-by-step methodology the author has gained from 3-years MBA program.