| According to the commitment we promised before entering WTO, Chinese authority has permitted foreign company investigate the magazine retail market. On top of that, by the end of Dec. 1, 2004, the magazine wholesale market has already been opened to the foreign investigator. These mean that the magazine distribution markets are totally opened to the foreigner. Although the publishing permission for the foreigners still has a long way to run, it is out of question that the Chinese magazine market will suffer great impacts from abroad.As the opening process goes step by step, the impacts will move from distribution and advertising to the publishing, which may cause the Chinese magazines especially the science and technology magazines serious influence. In the last decades, the science and technology magazines have relied on the protection of the government. They do have few market competitive powers. Among these kind of magazines, only the popular science and technology magazines have their own markets and readership. We use an example, the CHINESE NATIONAL GEOGRAPHY, which is a famous popular science and technology magazine, to show that how does a magazine can do well in Chinese domestic market.Facing the magazine marketing opening process, what the strategies should be taken by the Chinese popular science and technology magazines. We suggest that improving the quality should be the key point. To ensure that, the publisher should take many factors into considered, such as the employee, readership, distribution channel, and communications etc. Further more, to strengthen the competitive power, collectivization, subdivision and globalization, are the developing trend. According the American magazine industry, collectivization is necessity to built a strong magazine magnate. Even so, we should avoid the collective venture, especially acquisition with the foreigners. The magazines should be based on domestic market, and then searching for expanding strategies to the global market. |
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