《商场现代化》杂志自1972年创刊以来,随着我国改革深化而发展,开放扩大而壮大,

连续多年被评为全国中文核心期刊。然而,2009年3月,杂志由于深受一份关于“《商场现

代化》敛财有道”的负面新闻报道的影响,之后几乎就销声匿迹了。

近年,杂志经过多年的沉淀与改版,却一直没有得到良好的发展。本文试图从《商场现代

化》杂志目前面临的办刊思路模糊、定位不精准、没有忠诚读者、营销手段单调等方面的问题

出发,寻找其问题的根源所在。同时,对行业内其他媒体进行深入调查,通过对比和分析确定

《商场现代化》杂志应锁定五大目标读者:零售企业管理者及从业人员、零售设备供应商、设

备技术服务商、商品供应商,以及对商品流通领域进行研宄的专家、学者。并以此为基础,提

出革新经营理念,扩展办刊思路;调整期刊栏目、内容;进行新媒体建设;加强人才队伍培养

等多方面改革措施,以期成为一本面对商品零售流通领域的专业期刊,以专业性、指导性、交

流性方面突出,全方位服务于中国零售业。同时,为《商场现代化》杂志找出一条发展之道,

也为其他正步入改革的期刊社以警醒和借鉴的作用,为期刊事业的发展尽一点微薄之力。

关键词:《商场现代化》杂志,定位,转型

ABSTRACT

Since its founding in 1972,Market Modernization magazine has expanded and grown along

with the deepening of China's reform and development and always in a row of the national Chinese

core journals for many years. However, in March 2009, the magazine almost disappeared due to a

negative report on The Money collection way of Market Modernization.

After years of sedimentation and revision, the magazine has not achieved a good development.

This paper attempts to find the root cause of the magazine's current condition by starting with the

problems the Market Modernization magazine facing, such as vague idea of running,positioning

inaccuracy, no reader loyalty, marketing monotonous and etc. Meanwhile, Market Modernization

magazine's readers should be locked on five goals: retail business managers and practitioners, retail

equipment suppliers,equipment and technology service providers, goods suppliers and the research

experts and scholars on circulation of commodities by deep investigation, comparing and analyzing

on the industry. Basing on the analysis above, this paper provided some reforms and restructuring

implementation strategy such as business ideas innovating, magazine running ideas expanding,

journal columns and content adjustment, new media construction, personnel training strengthen and

etc,In order to become a professional journal, in the face of retail circulation service in Chinese

retailing. The purpose of this paper is to find a development way for Market Modernization

magazine and play a wake up and learning role on other journals which is entering reforms and could

probably have contribution on the development of some business journals.

KEY WORDS: Market Modernization magazine, Positioning, restructuring