The Research On The Predicament And The Prescription Of Chinese Visual Humanities Periodical's Living Conditon

From the end of the 20th century to the beginning of this century, as the popularity of picture-reading, the visual humanities periodical that is distinct from the text paper media comes to our life. It emphasizes the usage of pictures, which can attract readers by strong visual impression. By doing so, it could easily promote some complicated cultural phenomena like concepts of ethnic culture, great discovery of natural science and new achievements of archeology and so on,such as Chinese National Geography, Cultural Geography, Civilization, Chinese Heritage etc.The system research that Chinese visual humanities periodical on media operation of popular performance are still rare in Chinese academic circles. This research is mostly dispersed in academic magazine's words, or scattered in the medium research website. These discussions have certain academic value, but the deficiencies of them are lies in scattered and short of systematism in academic arrangement. In fact, the success of a visual humanity periodical is the result of combined actions from various factors; therefore it needs to be carried on systematically as well as thorough inspection research.Chinese National Geography gradually established leading position in the domain of the visual humanities periodicals by the unceasing exploration and development. Cultural Geography became a powerful challenger by virtue of mature operation mechanism from the Fashion Group and copyright and the cooperation with National Geography from the United States.However, some visual humanities periodicals such as Civilization, Chinese Heritage that the research about audiences isn't much accounted in its ideological roots, the marketing orientation is fuzzier and management strategy is separated from the reality and audiences' demand. These factors lead the current audience cognition rate doesn't high so that the magazine encountered difficulties on issue, advertisement and brand extension and so on.This topic chooses Chinese Heritage as research sample. Managing predicament that the periodical has encountered are both universal and particular.In addition, the research compares Chinese Heritage, Chinese National Geography and Cultural Geography in transverse direction by the comparison analytic method so that to comparatively analyze the management situation and the market prospects about Chinese Heritage. Moreover, the research adopts the statistical analytic method to analyze each target about Chinese Heritage, Chinese National Geography, Cultural Geography, Civilization etc., such as column installment, page number (page number about edition and advertisement), price, circulation, advertisement and so on. At the same time, this thesis implants management situation and future development tendency of Chinese Heritage in Chinese periodical development system to investigate in order to enable this research more comprehensive and scientific.The innovation of this topic lies in that many first-handed imformation I get by personal investigation and this research chooses is take a magazine as the standpoint to interpret the entire survival environment.