A Developmental Strategy Research On Periodical Industry In Gansu

With the development and consummation of the market economy system, the industrialization of the periodical has attracted more and more attention. The periodical industry can no longer be looked as a pure cultural undertakings, but a profitable industry .This paper dissertates the evolution strategy in the industry, which takes the periodical distribution, advertising and the periodical group as the core part.This dissertation consists of four parts. The introduction illustrates the feasibility of the industrialization of periodical, with some statements on the reasons of the article's structure and some other problems.Part 2 states the present situation of the periodical in Gansu.Part 3 mainly illustrates the development strategy in the periodical industry of Gansu.The strategy of the periodical distribution includes the operation of subscription, retail and on-line distribution, with the first two means as the basic and main outmodes. The on-line distribution is not an independent means; however, it represents an important tendency as it widens the field of periodical distribution and meets the needs of the time.Discusses the strategy of the periodical advertisement. First, it analyses the present situation and the future of the periodical advertisement; Then, the orientation strategy and clients policy are given on the basis of the analysis; Finally, it dissertates the standardization strategy in two aspects which are strengthening of self-discipline in the industry and constitution of authentication institution on circulation.Illustrates the collectivized strategy. First, it analyses the significance of it, then raises the strategy of building periodical group including the types and approaches of it and some problems which we must put our emphasis on during the period of building periodical Group. Second, dissertates the brand-mark strategy including the brand-mark protection and innovation strategies as well as brand-mark extending strategies.The last part looks forward the future of the Gansu periodical industry.