A Developmental Strategy Research On Periodical Industry Of China

With the development and consummation of the market economy system, the industrialization of the periodical has absorbed more and more attention. The periodical industry can no longer be looked as a pure cultural undertaking, but a profitable industry .This paper dissertates the evolution strategy in the industry, in which takes the distribution, advertising and the group as the core part.This dissertation consists of five parts.Introduction interprets the feasibility of the industrialization of periodical, with some statements on the reasons of the article's structure and some other problems.Part 1 states the present situation of the periodical industry , including the accomplishments and problems since the reformation and open of our country, and dissertates the practical significance of the development of the industry in both cultural and economic aspects.Part 2 mainly proposes the strategy of the periodical distribution, including the operation of subscription, retail and on-line distribution, with the first two means as the basic and main quomodoes . The on-line distribution is not an independent means, however, it represents an important tendency as it widens the field of periodical distribution and meets the needs of the time.Part 3 discusses the strategy of the periodical advertisement. First, it analyses the present situation and the future the periodical advertisement; Then, the orientation strategy and clients policy are given on the basis of the analysis; Finally, it dissertates the standardization strategy in two aspects, which are strengthening of self-discipline in the industry and constitution of authentication institution on circulation.Part 4 dissertates the collectivized strategy. First, it analyse the significance of it, then raise the strategy of building periodical Group including the types , approaches of it and some problems which we must put our emphasis on during the period of building periodical Group. Second, dissertates the brand-mark strategy including the brand-mark protection and innovation strategies as well as brand-mark extending strategies.The last part prospects the future of the periodical industry.