A Study On Duzhe' Management Strategies & Its Future Development

Duzhe is a successful magazine owning the largest circulation in China. For this reason, many researchers pay attentions to it and study it from the points of views of culture, content, style or format. However, there were few studies talking about its market strategies. In my opinion, Duzhe's success, on one side, is based on its humanity theme and culture connotation, on the other side, is gained through the continue exploration and practice on marketing and brand management. So, this article will starts from Duzhe's developing course and the changing process of its magazine theme, analyzes Duzhe's special management strategies and methods on marketing, publishing, and advertising, to discover the success reasons of its marketing process, and the general regularities of magazine marketing.Since the market environment is varying and the traditional system is still binding, Duzhe also faces many challenges and has to deal with many problems. We are not only caring about Duzhe's success until now, but also its future development. Through the analysis in its market environment, payoff mode and payoff condition, we find out its biggest drawback — it can not fully develop the marketing value of its brand, or explore new payoff channels in the traditional system. Fortunately, at the end of this research, we hear the news that Duzhe Publishing Group has set up with Duzhe magazine office as center. For Duzhe, this is a good chance as well as a big challenge. After breaking up the bind of traditional system, and becoming independent market character, what will be Duzhe's next step? What problems should they pay careful attention to? The final part of this research draw a sketch for Duzhe's future development: first, holding on main operation, continuing the road of "one magazine, series development";second, opening up payoff space, carrying on diversified brand developing strategies.