The Research On Positioning And Brand Strategy Of《PJCM》 Medical Journal

In recent years, the national reform of publishing culture communication industry requirements to strengthen news, academic journals also be imperative to reform the cultural management system. There are many problems existing in comprehensive medical academic journals in China, such as a narrow audience, readers shunt, excellent manuscripts lack, breed structure unreasonable, a wide range of disciplines and the pertinence is not strong, the lack of brand column, the issuance of the measures not effective, resulting in considerable negative effects to the development of comprehensive medical periodicals. In this environment, the importance of strengthening comprehensive medical academic journal brand building is more and more obvious.This paper firstly analyzes the macro environment of《PJCM》 medical journal. Then it has carried on the analysis of the advantages and disadvantages of "own" the《PJCM》 medical journal, Listing the four strategic plan by using SWOT matrix, avoidng the the threats that 《PJCM》 medical journal face, makeing up for the inadequacy of itself。 it chooses the strategic according to the strategic development goals and the status of 《PJCM》 medical journal, namely the SO strategy. To play 《PJCM》 medical journal of their own advantages, and combining the development facing external opportunities, realize journal brand building and brand marketing. Finally, the use of the development status of Potter’s five forces model of 《PJCM》 medical journal are analyzed.This paper taken《PJCM》 medical journal as an example to research the brand building and marketing strategy of comprehensive medical periodicals。 related research methods were using to conduct a comprehensive analysis to the external environment of 《PJCM》 medical journal. It not only can effectively promote the magazine brand construction, to further increase the circulation of the magazine. The magazine, enhance the visibility and expand the influence of the magazine, and as the hospital only academic journal, also can use this unique window, better show the hospital academic level, further improve the whole hospital in the medical industry and the whole society academic status, to better promote the overall development in clinical, teaching, scientific research and other aspects of the hospital. It also had a certain role in promoting the hospital’s overall business performance up.