Status Quo And Developing Strategies: A Study On Female Fashion Magazines In Mainland China

In the progress of marketization of magazine in mainland China, the female fashion magazines are regarded as pioneers. In these years, with the roaring quantity, the female fashion magazines suffered great changes .Intense competition made fashion magazine adopt strategies on edit and management to attract readers and advertisers. We think it's significant and helpful to recognize these tactics for the development of fashion magazines. Through the retrospect of the history of female fashion magazine in mainland China, and the investigation the author carried on recently, we found that the magazines seemed has established a kind of competition mode which contravene to the ordinary ones. The mode is that the female magazines depend on small circulation for a huge amount of ad income. And the author thinks that the imperfectness of marketing mechanism engender this mode on macroscopical perspective. Then the magazine's characteristic and the strategies the magazine adopt also bring this mode into effect. For some of tactics will take magazine more disadvantage than advantage, it's necessarily to discern them clearly as it narrated above. Then we could use the useful experience for reference and put forward some strategies for female fashion magazine's future development.