On Development Of Chinese Tourism Journal

Since the birth in middle of 1950s till reform and opening up, the development of tourism journal in China is slow. The quantity is small and the content is far less than that of current period. With the development of the reform, the economy of China has made great strides forward. Tourism in China is also booming up at the same time. As an important cultural carrier of tourism industry, tourism journals show strong developing tendency, and become new favourites of periodical market. After 30 years development, tourism journals in China include various kinds and abounding contents. However, tourism journals step into " trapped" situation at the same time with its development due to a series of objective causes, such as the conflict of newmedias, the coming of publishing industrialization and transferring from seller's market to buyer's market, and disadvantages of some subjective causes such as the positioning, content, representing style and marketing methods of a journal. Tourism journals are facing new challenges in the new industrializing environment.Based on the above description, the author are going to make analysis about tourism journals development in china from two aspects, in order to explore a new development way in the new industrializing environment and the ecological group of journals. The first part includes general description of tourism journals' concept, adscription, classification and features, which will be basic information for the expatiation and analysis in the following text. The author takes analysis method by historical development stages of tourism journals. The stages are: 1^st stage, birth and slow development from middle 1950s till reform and opening up; 2^nd stage, fast development from reform and opening up till end of 1990s; 3^rd stage, "trapped" and "warring states" situation since beginning of 21^st century. The second part include four chapters, the author analyzes the actual challenges and tries to explore new development way of tourism journals in China from industrial feature, reader positioning, core competitiveness and marketing. Industrialization is the most obvious feature of tourism journal to make journal relying on industry. According to this, after analysis of its social background and relying industry, the author tries to explore a new development way of tourism journals in future. To position the right readers is very significant for ever kind of journal. The author classifies the readers from four aspects according to their particularity. Homogeneous competition is the main reason caused the weak competitiveness of tourism journals in China. If a journal wants to take an advantage position, it must break through such situation and strengthen its core competitiveness. Marketing is a problem occurred in the new market environment. The chapter explains the marketing to be publishing, advertising and brand according to three-turn marketing theory in journal sales. Marketing is the base, advertising the main part and brand is the target. The three parts are independent and rely on each other.