Brand Initiative Theory Of Magazine Of Ancient And Modern Legends'

As an indispensable part consisting in media market, the existence and development of periodicals in the new competitive environment has showed a new appearance and tendency. How to find a development point during the period of maintaining the original brand to consolidate and deepen the brand image has became the urgent problems the China periodicals need to solve. The article uses Ancient And Modern Legends' which is one of Chinese popular literature periodicals' brands as the object of analyzing individual case. By analyzing its characteristics of brand management strategy and the challenges in the new competitive environment. Then concluding some experience which are useful to China periodicals brands management. The key to realize the modern competition of the periodical market is the brand competition in fact. Brand is the core competitive power of the periodicals.The article is divided into four parts: the first chapter , the second chapter, the third chapter and conclusion. The first chapter analyzes the editing theory which is full of characteristics of Ancient And Modern Legends' in details. This chapter mainly includes three parts: gross editing ideas, core competitive power and the decoration of the cover. The second chapter analyzes the operating theory which is full of characteristics of Ancient And Modern Legends' in details. This chapter mainly includes two parts: three essential points about its operating and the weapon of the market competition. The third chapter analyzes the brand initiative theory of Ancient And Modern Legends' in details. This chapter mainly includes three parts: brand extension . brand protection and brand expansion.At last, some meaningful experiences and enlightenments in brand management of China periodicals are summarized. The key to realize China periodicals have experienced three periods: the period to explore the product, the period to explore the market and the period to explore the brand. To constitute aperiodical brand, the tap stop which is full of characteristics, the quality which is equal to exquisite and the management in many ways have to be provided with. But the key point lies in profound culture foundation. The brand periodicals have to persevere the strong development tendency.