The Power Of Brand

The development of Chinese economy promoted the birth of China Marketing. With development, China Marketing closely pays attention to the economic life of China and the development of enterprises, providing the most practical knowledge and effective service for the readers. It has established brand with its accurate positioning, practical content, characteristic mount as well as the omni-directional issue. It went out a marketable path of the specialized periodical, achieving social and economic efficiency, showing enormous potential. Studying the reason of its success can instruct other periodical's development, enrich the theory of periodical, impetus periodical developing. The paper carries on the analysis from following three aspects:First, historical evolution of China MarketingChina Marketing began its publication in 1994.The quantity of issue climbed year by year. It changed into semimonthly publication in September, 2001. The name of the second half in a month changed in September, 2002. And the second half of the month publication became the first case periodical of Chinese MBA. In 2004, China Marketing changed into tri-monthly publication. Then there were three books in a month. They were the marketing version, the case version and the channel version. It further promoted the train version in 2005. At present, the quantity of issue has reached to more than 8 million books in a year. It is the first of all marketing periodicals. Throughout the course of its development, all the links are magazines around this core to the brand.Second, brand building of China MarketingIn a brand, China Marketing looked for accurate positioning on the base of marketing investigation and adjusted the positioning along with the development of time to serve the readers better. Its brand package was built from the CIS corporate...