Analysis The Marketing Pattern Of "sanlian Life Weekly" (2005-2011),

This essay choose Sanlian Life Weekly, the representative of news weekly, as the case study on its marketing model from four aspects——product, price, distribution and channel,which based on the "4P"marketing theory and integrated marketing communication theory. This essay not only intends to summarize its unique concept, style and marketing model, but also aims to point out the troubles which influence the magazine’s positive development, according to some surveys and researches.The essay is divided into five chapters. In Chapter One, it summarizes the entire situation of news weekly, the reasons of why Sanlian Life Weekly is selected as the case in this study, as well as research ideas and methods. From Chapter Two to Chapter Five, as the main body of the paper, to summarize and analyze Sanlian Life Weekly’s marketing method from four aspects of the "4P" marketing theory-product, price, distribution and channel.Among them, Chapter Two studies product strategy, it centrally illustrates the business philosophy of Sanlian Life Weekly, the position of intended readers of intellectuals, as well as its unique brand positioning. In Chapter Three, the strategy of price competition, introduces the curve of pricing changes and analyzes its cause, in order to know that the price of a Journal must be made after the whole consideration of product cost, advertisement revenue and competitor’s situation. Chapter Four is about distribution channel strategy, this part studies Sanlian Life Weekly’s distribution channels construction from two aspects-----the paper version and the digital version, draw a conclution that the market-oriented magazines should not only promote the post office’s subscription amount, at the same time, it also needs to open the independent issue and strengthen the agent management. Chapter Five, the channel of Journal’s promotional, according to the integrated marketing communication theory, it illustrates that as a comprehensive weekly which born in the Chinese market operation situation, Sanlian Life Weekly has had to do some online and offline practice activities, to describe the online and offline activities role in the formation of publication brand effect. Finally, the concluding part points out the weaknesses of Sanlian Life Weekly’s marketing process, they are the confliction between intended readers and content settings, the company’s location has a limitation to its publication and distribution, advertising has an encroachment to its content and the limited effects of activity marketing.