The Research Of The Positioning And Management Strategy Of Cinematic Today

Cinematic Today was first published in Chongqing on April 1st,1943,which is one of the longest surviving periodicals of films in the Rear Areas during the anti-Japanese war.In this paper,by means of positioning theory and 4P model,the positioning and management of Cinematic Today are investigated to show the reason of its long surviving.The main body is divided in four chapters.The first chapter studies the general situation of Cinematic Today and reveals the background of its birth,the process of starting the periodical and the reasons for its closure.Chongqing's thriving film and publishing industries during the war provided the ground for Cinematic Today.After the War of Anti-Japanese,the film industry gradually demobilized Shanghai,so Cinematic Today in Chongqing stopped publication,moving to Shanghai.The second chapter studies the positioning of Cinematic Today,as well as the activities of periodical editors by means of the positioning theory.Main steam public opnion rejected“entertainment” in the Rear areas,conducting that film periodicals for relaxing are vacant.Cinematic Today uses differentiated way to position itself as “a friend” and “an opinion leader”,constructing these images by interactivity.Cinematic Today carries on the editing work around the positioning to be an unique peridodical,protecting the author's personal safety and reputation at the same time to ensure the continuous supply of manuscripts.The third chapter studies the management strategy of Cinematic Today by means of the4 P theory.Second sale is a universal law in the periodical market.Cinematic Today attaches great importance to readers' reading experience and realizes the interaction between “second sale” and editorial work.Based on periodical distribution,advertising business as the core and marketing mode of expanding business,Cinematic Today fully integrates resources and excavates the commodity value of the periodical.Attaching importance to the commercial operation of the periodical is the advantage of the Cinematic Today in the market competition.The fourth chapter studies the historical role of Cinematic Today and summarizes the reasons for the successful operation of it to reflects the enlightenment of the management thought of Cinematic Today to contemporary film periodicals.