"reader" Magazine Competitiveness Study

Readers, first published in March,1981, by Gansu People's Publishing House, is a comprehensive digest. Throughout the "Reader" magazine's development process, by accurate positioning, rich cultural connotation and unique brand strategy profitable to the people of all ages, it has a rising circulation and ranks first in China and Asia, fourth in the world of all the periodicals. It has become Chinese people's most favorite reading and posed a widespread impact home and abroad. Readers'competitive strength comes from its excellence in content, editorial, typesetting, distribution, and advertising, which are rich and high-grade cultural content, quality printing of beautiful, strong visual impact, and better marketing. The magazine constantly tunes its content to keep with time and with national political, economic, culture and educational development. Besides, it consciously acts as an advocate of spiritual civilization construction of China. The success of the magazine is important to the publication. It helps to spread the excellent knowledge of humanities and social sciences to improve people's spiritual and cultural life and to expand publishing capabilities to contribute to the national economy.However, Readers also faces many problems and difficulties, such as the transformation of institutional structure within the group, the narrative text in a single-system, sub-homogenization of publications, the impact of electronic networks, lack of originality and planning and impacts of the same media home and abroad. Faced with these problems, Readers has taken a couple of measures, such as constantly consolidate and expand audiences, enhance the quality of magazines and expand distribution channels, so that its self-development has ascended to a new level, creating a legend in the journal industry.In this paper, a comprehensive analysis method, the entire thesis is divided into six majorities. The first chapter describes "Reader" magazine and its development status of the historical development phases, and its history can be divided into start-up period, stereotypes period, the three maturity periods. The second chapter, "Reader" magazine compared to the United States "Reader's Digest" and "Youth Digest", from the selected content, the selected text in principle, published in the angle of ideas, from which sum up the similarities and differences. The third chapter, "Reader" magazine's brand strategy, from the magazine's cultural pursuit, layout styles, brand extension, reader service, public service and marketing strategies to analyze the six competitiveness. The fourth chapter devoted to the "Reader" magazine's success to the inspiration of China's cultural industry, from establishing market awareness to seize opportunities, the characteristics and quality as the lifeblood of strong core product, the brand to boost the overall development of underdeveloped areas in the culture industrial development on the promising three-pronged analysis. Chapter V chapter specially analysis "reader" Journal of the problems and difficulties, from the Group's internal structure, narrative style, sub-publications, electronic networks, originality and planning, foreign media, the same starting point, in-depth analysis of the plight of its development. On the basis of Chapter V, Chapter VI proposed a "reader" magazine, under the current cultural context and choice responses from readers, magazines, quality, market and distribution channels, to enhance its international influence and competitiveness of the four parts to start analysis. With a view to adoption of the article "Reader" magazine study of the competitiveness of industry development of China's journal to provide a reference model can be also brought a little thought.