A Study On The Development Of English Learning Periodicals In China

As regards categories and quantities, English learning periodicals cover only a small part of Chinese 9,000 kinds of periodicals. But its function should not be overlooked. It is not only the auxiliary tool of English education, but also the important media of culture intercommunication between the East and the West. So its social benefit is very obvious. From the economic point of view, English learning periodicals in our country have developed more than 20 years under the market economy condition, some of which have built their own brands and characteristics, gained good economic benefits. The paper is to grasp the general status quo of English learning periodicals in China, anatomize the successful management tactics, and analyse and forecast their developing trend in the future.This dissertation consists of four parts.Part 1: Summary of English learning periodicals. This part defines the range of English learning periodicals, describes their function and expatiates on the course of their development.Part 2: Investigation and Analysis of the status quo and problems of English learning periodicals in China. Based on the investigation, this part analyses the current situation of English learning periodicals in regards to content quality, market orientation, distribution, etc. and points out the problems on editing, advertisement, system, market behavior etc. during their course of development.Part 3: Cases analysis on the management of English learning periodicals. This part comparatively analyses the famous cases of English learning periodical's management tactics, such as Brand Tactics of English Salon, English Language Learning and The World of English, Difference Tactics of Crazy English and Internationalized Tactics of Studio Classroom.Part 4: The living environment and the development trend of English learning periodicals in China. Though the English education market has a bright future,English learning periodicals still face challenge from media in many ways. Under this severe situation, English learning periodical's future takes on grouping and media-stepping development trend.