%88王君、樊巧玲、周苏苏--）市场营销案例.pptVIP

Readers New army social marketing-oriented Introduction Abstract History Marketing strategy Experience of success Abstract Since it has been founded in April 1981,the reader always pursuit high grade, high quality, high standard ,won the favor of many people, be known as ‘Chinese mind reader’. it adapts to the development of society. According to statistics, the magazine has continued for many years in the National Journal ranked first in monthly circulation. History Start-up (1981～1984) Original name was reader’s digest, first to introduce western culture and advanced thinking. Development period(1985～1989) Dig life ,show human nature and deep the journal Growing period(1990～1999) Propose the slogan ‘Close to the time, to the life, to the reader’ Sustainable development (after 2000) Using its own brand to expand ,market share rising Marketing strategy Improving readers’ satisfaction the establishment of complaint and suggestion system the survey of readers’ satisfaction and find out the reasons Attention to the loss of the readers, analysis the factors of itself or readers themselves 2.Attract new readers and maintain old customer In order to increase the monthly sales of the journal, it needs to spend a lot of time, human, and money to find new readers. Then marketers should service for the readers . Build up the plan of marketing-oriented When magazine agency makes marketing proposes, SWOT analyze must be seen as the first step. Evaluating the Strength、Weakness、Opportunities、and Threats of the journal to reflect all kinds of information. Make sure of your recent goal Make available strategy Expand the content Owing to the limit of human, money and specialize, it is needed to find strategic allies and use alliance policy，find some allies to expand periodicals . Experience of success Meet the readers’ requirements dynamically High-quality service and low price Convenient way of buying and promotion Concerning social development and containing