Research On The Strategy Of Content Production And Service Platform Of Business Group Magazine ——Take Zheshang Magazine As An Example

At present,science and technology has changed the way of communication.The traditional print media,which used to be very popular in the past,is facing the dilemma of reader loss,channel failure and advertising decline.The traditional profit model of "circulation and advertising" appears loss or stagnation,and the media industry is facing the problem of transformation.In this situation,the Zheshang Magazine still stands at the forefront of the trend,maintaining a high circulation.At the same time,it has successfully transformed to an integrated service provider,which includes forum,community,think-tank and training course.Behind this is not only the natural advantages of Zhejiang commerce,but also the continuous exploration of Zheshang Magazine in media transformation.In China,there are dozens of business group magazines such as Xinjin Magazine,Hushang Magazine,Huishang Magazine and so on.Considering the circulation,social influence and service depth,Zheshang Magazine is the "leader" among its peers.Therefore,this paper hopes to provide some inspiration for the development of business group magazines through the study of Zheshang Magazine.At the same time,this paper also takes it as a case to analyze the challenges and future development of business group magazine.This paper uses two research methods of field research and content analysis,to explore the development model of Zheshang Magazine from three aspects: content production,platform services and profit model.Through analyzing of the magazine,it is found that its content production is the foundation of media development.Its feature is that it provides economic information and business community dynamics.The former meets the cognitive needs of entrepreneurs for economic and policy environment;The latter enhances the identity of entrepreneur readers.The function of content production of Zheshang Magazine,is to accurately match the audience with circle content and consolidate the audience foundation with in-depth content.In addition,because of the special relationship between business group magazine and its readers,Zheshang Magazine has kept a relative balance between reporting news and serving readers.This is where it is worth learning from.Its platform construction adopts three steps of positioning,integrating resources and strengthening services.That is,first,establish its own unique positioning to form a solid reader foundation.Then expand platform's influence through high-stakes meeting,brand communities and think-tanks.Finally,based on the all above,dig professional services for readers.And these services also in turn strengthen the platform.The reason why businessmen could actively participate in these activities,is to obtain group identity and group belonging,or to use the magazine as a business card to gain reputation,or to seek holding together to obtain commercial resources.It provides new thinking for the traditional media.That is upgrading from a single information bearing media to an integrated service provider.In the process of development,Zheshang Magazine has formed a profit model of "content + activity + community + service".These four tracks promote each other and form a virtuous cycle.The key to its profit model is grasping the readers' resources.Its profit points conform to media image and never been divorced from the social responsibility of media.Such profit model not only has social value,but also can optimize the media income structure.Therefore,it can be a reference sample for other traditional media.Finally,taking Zheshang Magazine as an example,this paper summarizes the existing challenges and prospects of this development model.The business group magazine represented by Zheshang is now facing two challenges: the segmentation of audience resources and the weakening of communication ability.In this regard,this paper attempts to provide some suggestions for its future development prospects.It should be noted that Zheshang Magazine's development is only one model of traditional media transformation.Its ability to stand out from the decline of traditional media is not only due to its own exploration,but also due to the support of the government,associations,enterprises and other social forces,as well as the nourishment of the local economy and history.Now,its development model is relatively good,but whether it can be completely copied by other media organizations is still uncertain.But generally speaking,it can provide some directions worthy of reference.