Existence & Development Of Chinese Women's Periodicals

Because Chinese Women' s periodicals have value both in marketing and advertisement, more and more publishers invest in this field. Now there are more than 70 kinds of Chinese Women' s periodicals and new founded ones come out in front in 2 years. Facing more and more bitter competition, it is imperative to study the questions existing in Chinese Women' s periodicals decision-making and point out the future way for it.There are three apparent questions existing in Chinese Women' s periodicals decision-making. Firstly, ignoring the development of women' s read interest , only focusing on the topic about love, family and fashion. In fact, more and more women are getting interesting in economic topics. Secondly, appearing similar principles to run periodicals. For example, low price women' s periodicals follow the way of Bosom. Middle ones imitate lady. High price women' s periodicals copy ELLE. Thirdly, failing to locate the accurate reader groups. Namely, most periodicals are aimed at the whole market instead of certain reader groups.The paper proposes three ways to solve the above questions in women' s periodicals. Firstly, pioneering a new content market about economic life from the eyes of women. Secondly, occupying subsenior women market. Subsenior women include ladies from 55 to 64,who have enough money to buy women' s periodicals and most of them have reading habits. Thirdly, seeking the market of suburb women' s periodicals in developed areas. Especially, it is a prospect market for low price located women' s periodicals. Above all, tomorrow' s Chinese women' s periodicals must be bold in renovations, seeking unoccupied markets and paying more attention to markets with less severe competitions.The value of the paper: defining the broaden sense and narrow sense " women 's periodicals " ; analyzing the exterior environment of the women' s periodicals from the political control, economical state and culture background; analyzing the interior environment of women' s periodicals from the present marketing condition, sale channel and female' s characteristics; pointing out the present question and countermeasures for women' s periodicals from studying both inside and outside environment.