The Positioning And Implementation Strategies For "Market Modernization" Magazine

Since its founding in1972,"Market Modernization" magazine has expanded and grown along with the deepening of China’s reform and development and always in a row of the national Chinese core journals for many years. However, in March2009, the magazine almost disappeared due to a negative report on "The Money collection way of Market Modernization".After years of sedimentation and revision, the magazine has not achieved a good development. This paper attempts to find the root cause of the magazine’s current condition by starting with the problems the "Market Modernization" magazine facing, such as vague idea of running, positioning inaccuracy, no reader loyalty, marketing monotonous and etc. Meanwhile,"Market Modernization" magazine’s readers should be locked on five goals:retail business managers and practitioners, retail equipment suppliers, equipment and technology service providers, goods suppliers and the research experts and scholars on circulation of commodities by deep investigation, comparing and analyzing on the industry. Basing on the analysis above, this paper provided some reforms and restructuring implementation strategy such as business ideas innovating, magazine running ideas expanding, journal columns and content adjustment, new media construction, personnel training strengthen and etc,In order to become a professional journal, in the face of retail circulation service in Chinese retailing. The purpose of this paper is to find a development way for "Market Modernization" magazine and play a wake up and learning role on other journals which is entering reforms and could probably have contribution on the development of some business journals.