Discussion And Analysis Of Magazine Of Ancient And Modern Legends' Brand Management Strategy

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 Aancient 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 experiences which are useful to China periodicals brands management and points out the development orientation of China periodicals., The article is divided into four parts: first chapter, middle chapter, last chapter and conclusion.First chapter points out that adapting brand strategy is one of the effective ways to face fierce competition by describing some development periods of china periodicals respectively and analyzing present development situations from present background of China periodicals. Then Aancient And Modern Legends is used as case to introduce the process of its brand formation and its position in the field of China periodicals.Middle chapter analyzes the brand management strategy which is full of characteristics of Aancient And Modern Legends in details. This chapter mainly includes two parts: culture theory and marketing theory. Culture theory is unique brand intension described as "legend is not odd,popular but not vulgar" . The unique "legend" is based on popularity ofliterature foundation and extends its brand . Marketing theory presents that the development of periodicals should be based on sincerity, developing issuing market terminal and trying to achieve rapid speed of "zero-distance marketing" . Meanwhile, making a show of itself, attracting authors, media and readers , creating a careful and open management model.Last chapter turns back to the whole China periodicals field from Aancient And Modern Legends' , analyzing all kinds of challenges faced . The challenges include the danger to outer cycle of China periodicals brought by China WTO entry , the changes brought by the division of readers' inclinations , the impacts brought by the internet and the limitation of China periodicals development by talent's gap between generations.At last, some meaningful experiences and enlightenments in brand management of China periodicals are summarized . The key to realize the brand management of periodicals is to find their own brand advantages and form the value chain . the periodicals should have their own soul and never give up in the process of development. The brands and resources development outside the contents and advertisements of periodicals should by emphasized. Diversified development should be realized progressively.