| With the development of science and technology,economy or culture is not limited to a corner of a country,but across national boundaries,showing a global development.Journal is a special cultural carrier.Through the articles or pictures published in the journal,people can understand different cultures.Foreign journals also enter the Chinese journal market by publishing Chinese version or importing the original version.This paper studies the market development of ?National Geographic?in China.As W company is the only authorized agent of National Geographic in Asia,and BMG company is the subsidiary of W company in China,this paper is mainly based on the sales situation of?National Geographic?.In the process of analyzing the sales data of ?National Geographic? of BMG company,this paper finds that the market expansion of?National Geographic?in China is not optimistic.Firstly,in terms of sales volume,the total sales volume of?National Geographic?in China is only 156000.This paper studies the problems of National Geographic's market expansion in China,and also hopes to find out the existing problems and put forward the corresponding countermeasures to promote the market expansion of?National Geographic?in China.Prior to this,scholars at home and abroad have made a thorough study of market expansion,which is worth learning,especially the STP strategy theory,in which market segmentation,market selection and market positioning have a guiding significance for enterprise market expansion.Based on the economic conditions,consumption attitude and product acceptance of customers,this paper analyzes the market of different consumer groups,such as urban,rural,female,minors and occupation,analyzes the reading rate,reading volume and reading market of national journals in China,and then combines the readers' situation of?National Geographic? to confirm.Set the target market of periodical market expansion.At the same time,it is also found that BMG company still has some problems in the market development of National Geographic journals,such as the product does not keep up with the development of customer demand,insufficient public participation of enterprises,unreasonable urban market development,structural defects in marketing channels,no obvious publicity effect,and insufficient standardization of customer relationship management.Combined with relevant market development theories,BMG company should make clear the market.The goal of field expansion is mainly to improve the sales volume of National Geographic journals and establish the brand image of National Geographic,so the following improvements are made in the journal market expansion: first,to develop towards digital journals;second,to cooperate with local governments to build reading service facilities;third,to develop towards cities with high reading index;fourth,to improve the sales channels;fifth,to improve the sales channels.The sixth is to improve customer relationship management.In order to ensure the improvement effect of periodical marketing,the following measures should be taken: first,increase the investment of funds;second,improve the organizational structure of the company;third,strengthen the training of talents.Market expansion is a subject that changes with the change of social economy.In the information age,the network market has become an important market that can not be ignored in product sales.The product market development of enterprises is not only in theoretical research,but also in different stages of development,the product market development strategy of enterprises should be adjusted accordingly.The research of this paper can not only help to improve the market development of ?National Geographic?,but also provide reference for other Periodical Publishers and agents,as well as provide case support for the theoretical improvement of market development. |
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