| Using literature,comparative analysis,case study and other research methods,this paper takes "Soccer World",the first professional soccer magazine in the People's Republic of China,as the object of study,and briefly cards and summarizes the history of "Soccer World" by stages from three aspects,i.e.,the development background, the sales model and the release pattern.In addition,this paper has made a statistical analysis of the constitution of popular sports magazines and soccer magazines at the present stage of the country,and a summary of the content and advertisement characteristics,as well as the sales and release patterns of the present "Soccer World".And this paper has analyzed some main issues "Soccer World" faces at present,including the intensive market competition and a low possession percentage of the market,the content homogenization and the deficiency of original creativities and individuality,the failure of market orientation and the existence of advertising and marketing bottlenecks,and the financial insufficiency and lack of cooperation with foreign publications,the scarcity of manpower and talents in the editorial department as well as impeded distribution channels.At the same time,this paper has forecasted the foreground of "Soccer World" and proposed a corresponding countermeasure,namely molding the core competitiveness of "Soccer World",being dead against the main problems the magazine faces at the present stage.Mainly from the angles of editing and marketing studies,this paper explores the countermeasure from the following 4 aspects:a) the content plan,including the orientation of readers,features and styles as well as the edition;b) advertisement scheme,involving advertisement products and design orientation;c) release plan,consisting the selection of release mode and price strategies;d) brand marketing,comprising the connotation, the propaganda and promotion as well as the innovation and maintenance of the brand.
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