Analysis On Communication Mechanism Of Female Reading And Coping Strategies Of Publishing Industry In China

Starting with explaining the connotation of female reading, a comprehensive definition of female reading is built on the basis of feminist literary criticism, the characteristics of female reading and female publishing. Upon reviewing the historical development of female reading, analyzing the theoretical and practical significance of construction of female reading's communication mechanism, and learning the advanced experience in western countries, Hong Kong and Taiwan district, a female reading market afflicted with two-ply difficulty——lack of sense and imperfect platform——is revealed in mainland of China. In order to improve the current situation of female reading in mainland of China, satisfy the distinctive needs of the female readers, advance the overall and balanced development of reading market, the publishing industry should pay more attention to female reading from theory to practice in China.From the perspective of system theory, the analysis on communication mechanism of female reading uses the theories of Communication, Sociology and Psychology, and instills into the reflection over the publishing industry in China. It includes three aspects: the analysis on needs of female readers, on roles of publishers and on effects of media. The first gives a summary on the multi-level needs of female readers and tries to provide the basis for planning subject selection of publishing industry in China; the second describes the occupational roles and professional responsibility of the publishers, and calls on the professional publishing team in China; the third compares the paper media, television media and network media with the aim of integrating the media resources of publishing industry in China.Based on the analysis above, the thesis inquires into the coping strategies of publishing industry in China: market positioning strategy specifies the subject selection of female publications by marketing research and segmentation; publishing innovation strategy lays the foundation for brands' building of female publications by combining the content innovation and form innovation; through the ways of combining the laws of the market and communication as well as honoring satisfaction of female readers' needs as the direction and starting point, integrated marketing communication strategy integrates publishing brand strategy, media resources, medias and communication channels to communicate the same brands of female publications, and expects to impact the ideas and buying behavior of female readers.