Comparative Study Of Chinese And American Magazine Industry From The Perspective Of Different Social Systems

Nowadays, the magazine market of China has attracted more and more attention from foreign investors. With an opening-up policy, an enonnous market and the tempting profits that come along, this market has lured publishing groups from various countries. The United States holds the most developed magazine industry in the world. Many media giants like IDG and Hearst have either marched in or are ready to enter Chinese market. Among those 20,000 magazines, Time and its Person of the Year, Reader's Digest, Business Weekly, Fortune and its forum, National Geographic and Science and other magazines have all won good reputation across the world. Meanwhile, as a business, a'content industry', American magazines have reached a sophisticated and mature level on its operation as well as management. Thus, the research on American magazine industry would be profoundly influential to the future development of our own magazine industry.Based on the results of some previous studies, this thesis explores the development of Chinese and American magazine industry within different social systems by going through abundant amount of reading materials. Built on the current situation of American magazine industry, the thesis would give it a thorough summarization.The thesis aims at probing the pathway and model of the development of American magazines through its history. Combined with current situation of Chinese magazine industries, the difference can be revealed. Together with American and other European countries' advanced and cultivated marketing and managing concepts, we can give a macro-judgment to the future development of Chinese magazine industry.The thesis includes five sections:The first chapter is about the preparation of the research with include the background, aim, meaning and methods of the research. The second chapter is an analysis of current situation of American magazine industry. From a historical perspective, the analysis of its marketing strategies and related policies would help to conclude their successful and cultivated managing experiences. The third chapter is an analysis and brief history of Chinese magazine industry. Based on our specific circumstance, the thesis studies the media industry both from the market and the policy in order to sum up the practical questions and solutions we have encountered during the development as well as the design of future strategies to help us cope with this internationalized'Big Market', The fourth chapter is a comparative study of Chinese and American magazine industry from both micro- and macro-perspectives. It aims at locating the gap between these two industries and thus conclude some beneficial suggestions to our future development. The last chapter is a conclusion drawn from the previous chapters and some references and inspirations to learn and apply to the future development of Chinese magazine industry.