A Study About How The Marketing Tools Of Fashion Periodical Influence Readers' Behavior Reflection

More and more marketing tools are used by the fashion periodicals, causes the entire market confused in the competition environment, such as the tool of giving a gift following the magazine, it lead to the war of giving gift, finally various periodical office have to sign a agreement to maintain the market order. Marketing tools maybe can increase the sales volume, but the approve attitude from reader is the key of the problem.The purpose of this paper is understood actually the reader′s thinking about the marketing tools of fashion periodical , which marketing tools can be able to display the market effectiveness effectively. The independent variable of this research are "Gift", " Give appearance to publication as a gift ", "Newspaper and periodical pavilion playbill ","discount" , "cover package" and "Increase thickly special issue ". The dependent variable of this paper are trial buying, the brand changes, purchase increased. The study adopt questionnaire method, extraction sample 210, effective questionnaire 200. Through the research discovery, " Discount" is most effective produce the reader purchasing behavior in six tools, the tool of "Increase thickly special issue" is following. The reader disagree to four tools, such as "Gift", " Give appearance to publication as a gift ", "Newspaper and periodical pavilion playbill ", "cover package" , obviously those market effectiveness is extremely ordinary. Under the conformity marketing market environment, the operator ought to conformity advertisement, the public relations, marketing promotion tools, and so on. At the same time, we order to uses the resources effectively. The conclusion is certain model significance to the fashion periodical operators.