The Study On The Marketing Strategy Of The Magazine Special Focus

As an undoubtedly successful magazine,Special Focus was founded nine years ago and the sales volume of which has already reached nearly 3 million copies.In the sales ranking list of Chinese magazines,Special Focus ranks the second place,next to Duzhe; in the periodical circle,Special Focus is called "a dark horse" and researches on it have never stopped.The thesis will do research on the reasons for the success of Special Focus from the angle of marketing.Different from Duzhe who treats post office as its only distribution channel,Special Focus holds on to two channels which can be respectively summarized as the "vertical channel" and the "transverse channel":the former is promoting distributions depending on brand establishment and public praise and the latter is promoting distributions depending on channel marketing.Besides post office,channels here also include private-owned distribution companies.To speak from a micro-level,sales strategies of Special Focus include product strategy,pricing strategy,distribution marketing strategy and communication strategy,in which the product strategy is of the primary importance.Quality contents plus effective marketing means consist of the marketing strategy system of Special Focus.As is known to us,comparison creates distinguishment.The comparison of Special Focus's marketing means with those of Duzhe will make us see clearer on the marketing means of Special Focus.As a result,we can arrive at some conclusions and reflections. Viewing the problems as passers-by,we may look at all sides of them.