Research Into The Homogeneity Phenomenon Of Children's Periodical In China

Juvenile is the primary reader of children's periodical. The distribution of children's periodical which generated from the specific historical period relied on the power of administrative department for a long term.The homogeneity phenomenon revealed the clue early because of lack of competitive system. The abuse of homogeneity phenomenon is more obvious as the children's periodical goes out from the local market, participating in the broader competition. But the discussion on the present situation, profound reason, abuse of homogeneity phenomenon is deficient.There aren't any significant suggestions to solve the problem. The children's periodical is facing severer challenge with new media emerges continuously. How to break through the homogeneity phenomenon and develop healthily is a realistic topic which urgently need to solve.The children's periodical for primary scholar is the main object of study in this paper.The homogeneity of content which contains variety,column of periodical,the way of edition'dividing and publication's name is analysed with the method of demonstration.Also,it summarizes the operation of sales promotion.The background and reason of homogeneity phenomenon in children's periodical is explained,particularly its social root: the utilitarian education which comes from the value orientation of a utilitarian society. By describing different abuses which the homogeneity phenomenon brings,it propose many tactics to solve the problem,for example, looking for appropriate localization of function in the elementary education,subdividing the market,participating competition in different level: establishing database of information from the young readers: cooperating with other organization inside or outside of the industry.