Study On Innovation Of Marketing Strategies Of DUZHE Magazine

DUZHE magazine, being sponsored by the Gansu People's Publishing Agency , published at the beginning of the reform and open policy. From March, 1981 until now, DUZHE has been through repeatedly 28 years development. The monthly quantity issued were just 30,000 by the initiation. But now, the 8,000,000 monthly quantity issued has occupied the first place of Chinese periodical, the first place of Asian periodical and the fourth place of world comprehensive periodical. From starts to the present, DUZHE steadfastly persists "picks the Chinese and foreign abundantly, gathers the essence, inspire the thought, broaden the outlook" as the publication objective and persists "the true, the good and the beautiful" as the publication idea. Meanwhile, it always persists to explore one successful road of development to be suit its own characteristic.As the popular digest magazine, DUZHE has maintained the high quantity issued as before, but along with the unceasing segmentation of the magazine market, the obvious tendency of young audience and the emergence of new media, the challenge it faces is very stern. In order to consolidate and attract more readers and advertisement host, not only the edition content needs the continual readjustment and the adaptation, but also the marketing strategies of DUZHE needs to follow the market shift to change. From analyzing DUZHE's existing marketing strategies about the product, the price, the channel, the promotion and the advertisement, unifying this investigation, carrying on the quantitative analysis by the SPSS13.0 software, unifying marketing study of theories about "4P" and "4C"and studying the domestic and foreign populace magazine marketing strategies, this article tries to discuss the innovation of the marketing strategies about DUZHE in the new media environment.