《销售与市场》杂志发行潜力研究/The Marketing Potential Researching for Magazine
Since China’s successful entrance of WTO, the media industry of our countries have been facing fierce competitions. As a developing immature magazine, in order to survive in global competitions, have to strengthen itself in the coming adjusting period. To achieve this target, the magazine has to expand its putting out volumes. Only by this mean it can bring about advertising incomes, derivation services, investments and brand benefits. Meanwhile, as a highly marketed magazine, expanding its putting out volumes is not only a tactic but also an important development object. But there is no accordance in judging criterion of a magazine’s market potential. It causes a head-strike decision that set an increase target when a publisher makes a decision without scientific quantitative analysis gist. The decision makers have a high preference of risk. For the sake of lacking precise quantitative foundation, the decision always has a far distance to the real market. Not only overrating the potential of publishing market wastes the devoted resource, but also underrating the potential of publishing market blunders away good chances.
Combining with the basic principle of marketing, this paper hopes to analyze the market surroundings of Sales and Market-a king of magazine-and the marketing factors of magazine itself; to focus on two researching field –franchiser and retailer; and to filter the decision variable such as the sale cycle, the rate of market and the rate of competitive magazine-which is strong-operative, high-weight and the best performance price rate. The steps of this research is as followed:
Firstly, according to the analysis of marketing environments, franchiser and retailer are selected.
Secondly, according to the legalize standard and other industry’s experiences, franchiser’s particular indicators are defined as followed: products combination(m), distribution ability(s), sales network(w),loyalty of the magazine(i), operator’s idea(t). Then we give theses indicators a certain proportions and standardized them. According to the analysis of the magazine’s properties, retailer’s particular indicators are selected as followed: terminal overlay rate(c), retail periods(p), ratio compared to rivalries magazines in sale volume(r), then we also give theses indicators a certain proportions and standardized them.
Finally, a market potential researching model is founded based on the decision-making variables mentioned above:
In this model, Z refers to oriented market potential value, X refers to franchiser’s potential value, Y refers to retailer’s potential value.
We use this estimation tool to collect dates and then analyses and calculate them. The outcome will become marketing decision maker’s assistant. After the market policy are practiced, we will use market response as estimation model’s standard to make a second time optimization, finally a more precise estimation model will be founded, it will be very significant to the market decision making of the magazine.