I. Introduction to XXX (1) Purpose and purpose: adhere to the principle of "international vision and local awareness", guide fashion trends, design quality life and advocate fashion consumption. (2) Market positioning and horizontal competition of magazines First of all, the magazine's elegant taste, unique style, humorous words and novel format guide the trend and advocate fashion. Secondly, the competition faced by magazines: at present, the listed magazines that are close to the market positioning of this magazine are: World Fashion Garden, Fashion, Ruili and other periodicals, which have certain competitive pressure. But this magazine will learn from each other's strong points and focus on the fashionable daily necessities suitable for young people in China, so as to win more readers. (III) Magazine Organizational Structure A magazine consists of five functional departments: the editor-in-chief office, the administration department, the finance department, the editorial department and the operation center. (4) About the operation center. } The internal division of labor and staffing is tentatively set at 8 people. In which: (1) Advertising Department: 1 Advertising Director, 1 Manager, 2 Marketing Specialist; (2) Distribution department: 1 distribution director, 1 data administrator, and 2 distribution specialists. Two. The preparation of ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× This is the focus of the preparatory work and the basis of the next step. (2) According to the first-hand information collected in the preparatory work, sort out and analyze the marketing strategy. Start with the distribution work, establish a stable and good distribution foundation and channels, and carry out advertising business and marketing brand promotion activities simultaneously on the basis of stable distribution. (III) Establishment of distribution foundation Select suitable distribution talents, formulate basic distribution plans and long-term distribution strategies, start to establish and integrate basic distribution channels, build basic distribution networks, and bring publications into the normal distribution track. (IV) Establishment of advertising team and marketing business Select advertising talents suitable for the characteristics of this magazine, determine advertising strategies, formulate advertising development plans and schemes, and identify advertisers with great development potential for this magazine. Select the right market talents, pay close attention to the activity information in the industry for the purpose of promoting publications and establishing brand image, and be responsible for the creativity, planning and participation in public relations activities in related markets. (5) The interaction between distribution and advertising closely coordinates the selection of distribution channels, the quantification of distribution quantity, and the areas where target readers and advertisers are concentrated. On the basis of satisfying the two main purposes of target readers' purchase and advertising to advertisers, the number of publications issued is strictly calculated and controlled to minimize the aimless consumption and waste of publications. (VI) Interaction between distribution and promotion: At the same time, targeted promotion activities are carried out in new and old channels where target readers are concentrated, including promotion means such as publicity, subscription, and sale of overdue publications, or influential publicity activities are planned to promote the brand of XX magazine in industry lectures and forums. Take various ways to realize the interaction between distribution and promotion, expand publicity among target readers, establish brand image, increase subscription readers and increase the number of distribution. (7) Interaction between advertising and promotion: In the area where advertising agents are concentrated, we will carry out novel promotion activities for major and important advertisers, actively invite the responsible persons of important customers and agents to participate, show them our successful marketing ability, unique and novel activity creativity and market-oriented operation mode, and establish a good and profound brand impression for our magazine in the eyes of customers. (viii) Interaction between advertising, distribution and marketing. The whole marketing work is completed by distribution, advertising and promotion, and a considerable part of marketing work is completed by two or three departments. So we must bring the idea that everyone belongs to two departments to every employee. Self-owned business department and overall marketing department; Everyone's work is divided into two parts: the daily business work of the department and the extension and connection work of relevant departments. Through their own work, they provide support and convenience for the work of others, thus truly enjoying resources. All three departments should participate in formulating the overall marketing strategy. Three. Marketing plan According to the foundation of XXX at this stage, the special positioning of this journal and the present situation of market advertising and distribution, the work of marketing (including distribution department, advertising department and promotion department) should be divided into the following four stages. (1) Market running-in stage: June-August. Actively participate in various activities suitable for the distribution and advertising of our magazine, and establish brand promotion cooperation plans with major portals and professional websites in the industry. 2. The purpose of marketing is to get in touch with the market, readers and advertisers to the maximum extent, select and determine the development strategy of the business model that is most suitable for the content characteristics of this journal, and collect and accumulate extensive market data and information. 3. Work content (1) Distribution work: Beijing, Shanghai, Guangzhou and Shenzhen are the A-level markets, and as the top priority of distribution work, it is necessary to enter all special channels for target readers except the local key newsstand channels-airports, hotels and high-end leisure places, including gift channels; The main types of exhibition venues are office buildings, hotels, fast food restaurants, cafes, teahouses, beauty salons, gyms, bars and other leisure and entertainment places. Let me publish on the occasions corresponding to advertisers and target readers to the maximum extent, and expand the awareness of the propagandists, advertisers and target readers on the magazine. (2) Expand subscription volume: set up offices in Beijing, Shanghai and Guangzhou, carry out subscription work in representative economically developed cities, cultivate markets, stabilize, develop and standardize subscription channels, and ensure work effectiveness and efficiency. (3) Establish an advertising team and implement advertising sales: the first stage is the training period of advertising sales. According to the first stage of advertising, the advertising sales plan generally contacts the target customers in June-July, determines the advertisers in the form of gifts and barter, is responsible for arranging the 8P advertisements of this newspaper, and signs an agreement with the determined advertisers to strive for the advertising revenue of 4-8 pages in August. (4) Promotion: aiming at improving the awareness of advertisers and readers on XXX, and quickly entering all important relevant special supply channels in Beijing, Shanghai, Guangzhou and Shenzhen. (2) Market training stage: Although it takes a certain process for readers to get to know our magazine in September, in this process, on the basis of the stable development of magazine content and style, we should seize old readers, constantly cultivate new readers, make certain publicity investment, and speed up the publicity effect and readers' cognition of our magazine. 2. The marketing goal is to increase the number of subscriptions and increase the actual sales rate of publications; Take effective publicity measures to increase the number of subscribers and realize 60-80% paid pages in advertisements. 3. Work content (1) Publication and subscription work: increase promotion means, so that our magazine can occupy the periodical market in the shortest time. Promotion means include printing the number of posters distributed with the publication, increasing the publicity influence of our publication in the newsstand and expanding the publicity effect; Send discount subscription cards in publications to give readers discounts; Commercial office buildings, high-end residential areas, university campuses and other targeted channels, set up various forms of subscription methods to increase the number of subscribers; At the same time, we will achieve the goal of selling XXX magazines in the waiting halls of 40 airports across the country. (2) Advertising sales: develop new customers, replace old customers who are not suitable for this magazine, and realize the optimal combination of advertising structure; And try to increase new customers, expand advertising space, and add 10 P on the basis of the original 10 P, so as to increase advertising revenue and strive to achieve a cash yield of 80% pages. (3) Promotion: At the same time, it aims at establishing brand image and promoting sales. In Beijing, Shanghai and Guangzhou, choose the right media for publicity. It is suggested to choose newsstand advertisements in special locations and body advertisements in special routes to expand brand awareness, so that the awareness of magazines can reach 60% of the target population in key cities. Work closely with major portals and professional websites in the industry to establish a "fashion boutique website". According to the plan, the sales volume in the second phase (165438+1October) reached 60,000 copies, which is also the first leap period of circulation growth. (3) Market sprint stage: 65,438+February is in ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× 2. The marketing goal is to achieve the second leap in the number of issues. In the second leap of the increase in circulation, advertisements will also benefit from promotion and publicity. With the steady increase in the number of issues and the gradual realization of brand benefits, the brand image of XXX magazine has started, and advertisers will take the initiative to contact us for advertising. At this time, the market operation of our periodicals began to enter a virtuous circle. 3. Specific work content (1) Publishing work:1-March is the peak season for periodical publishing and subscription, and various preferential subscription methods should be adopted to promote sales. Significantly increase the subscription volume and coverage of periodicals and achieve the goal of selling more than 80,000 copies. (2) Advertising work: With a good distribution foundation and brand effect, the focus of advertising work will shift from attracting customers to improving service quality, ensuring advertising quality and providing customers with publicity feedback information. Integrate the media functions of our magazine, improve customer satisfaction, strive for long-term customers and international brand customers, and establish a good image for our magazine's advertisements, so as to implement our magazine's long-term advertising strategy and ensure long-term advertising benefits, thus realizing 100% page advertising revenue. (3) Promotion work: cooperate with the issuance work, carry out publicity, subscription and other activities in important cities of issuance, open the sales market in Class B areas, and expand the number of issuance; Cooperate with the advertising department to hold networking activities with advertisers and do a good job in public relations. (4) The establishment of white-collar club is a service organization specially created by XXX magazine for white-collar workers. The purpose is to help white-collar workers find a sense of belonging, broaden their horizons, enhance their knowledge, promote communication and change their consumption concepts by providing a series of services, so as to achieve the effects of improving themselves, improving their quality of life and strengthening their competitive advantages. (4) The virtuous circle of the market, the stage of expanding market achievements: March-May, and the third stage of * * * is 1. After the third stage of expanding the market, our magazine has basically gained a certain popularity among the target readers and formed a certain brand image. In this case, marketing strategy becomes very important. If we are not careful, the marketing strategy may damage the image of publications and even the distribution market. Therefore, at this stage, we should stabilize the market results and the virtuous circle of the market, continue to open the distribution market by using the brand benefits and virtuous circle, and gradually expand the image publicity to lay a good foundation for achieving greater market results in the second half of the year. 2. The actual sales target of the market in May is ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××