从期刊业市场和消费者需求、刊物的读者定位和市场细分、期刊进入市场的时机选择、销售渠道、定价、融资渠道和途径、期刊促销等方面 ,用《作文大王》案例来说明市场营销理论对中国期刊业的有效性和局限性。认为 ,市场营销理论在中国期刊业的实践运用存在很大的局限性 From the perspective of the periodical industry and consumer demand, the readership orientation and market segmentation of journals, the opportunity selection of periodicals to enter the market, the sales channels, pricing, financing channels and ways, periodicals promotion and so on, The Validity and Limitations of Theory to Chinese Periodicals. In my opinion, there is a great limitation in the practical application of marketing theory in China’s periodical industry