A Study On The Operation Of Periodical Marketing In China

It has been more than twenty years so far since the reform and open policy was carried out, during these years the periodical market of china started the way of marketization, corporatization and industrialization step by step. It's considered that the whole trade need to be strengthened because of its weak base, the primary contradiction of our periodical market now is that how to realize the marketization running of periodical better as a special intellectual product. In this thesis I try to analyse it in the following chapter.First, I investigate the history of the market running of periodical in china, summarizing the inner Tunning logic and three developing stages during which there're three waves of each. Second , I discourse upon the current situation. One of the standards judging current situation is market profit. Consulting the experience of developed countries abroad , I sum up the profit mode of periodical. Another criterion is resource distribution, summarizing the capital resources, policy resources and human resources. Third I try to analyse the tactics of periodical's market running. By the saling theory of periodical: saling product , saling product, saling reader, saling brand, we focus on publishing tactic. Advertising tactic and brand tactic.