Research On The Survival And Development Of Chinese Consumers' Journals

With the rapid development of society and economy as well as the coming of the Consumer-centered Period under the market economy condition, consumption has already become one sort of social trends. Since the mountainous wave of consumption is sweeping the whole world, the consumption quality and consumption concept of the rural inhabitants have become important signals of the development level of economy and politics of one country or an area. Better complying with and guiding the social consumption tendency as well as possessing consumers'journals of great competition——all this will play an essential role in bearing the important missions of transfering consumption concept, guiding public opinion and education, influencing consumption behaviour, and flourishing social economy as well.Most of the Chinese consumers'journals were created after Reform and Opening-up. Despite this, the past thirty years have witnessed the rapid development of this very kind of journals, mainly shown in the following three aspects: the great variety, the continuous improving of quality, and the strengthend international competitiveness. Generally speaking, the periodical industry of consumption in our country will be prospering under the circumstance of the active social investment, positive interaction between vocations and media as well as its promotion to consumers'journals.Under the background of consuming society and the intense competition in periodical industry both home and abroad, this paper firstly, will study the current development situation and development potential of domestic and foreign consumers'journals, and then will focus on the discussion of the countermeasures of survival and development of consumers'journals, which is based on the current social and economic condition of our country. This study consists of five chapters. Chapter one discusses the research background , which mainly analyses the origin and connotation of consumers'journals, and talks about the prospect and significance of the survival and development of consumers'journals. Meanwhile, this chapter also involves the analysis of the academic research backgroud of the present study from the perspective of literature review. Chapter two discusses the present situation of consumers'journals as well as its status in the whole periodical industry in our country, which are then compared and contrasted with those of british and american countries. Chaper three studies the survival conditions and outlets of Chinese consumers'journals, pointing out that, to improve journal quality is to optimize journal variety type, to accelerate journal transformation, to seek regionalized, specialized and small mass markets, etc. Chapter four surveys the developmental countermeasures of consumers'journals from the following aspects: the orientation of consumers'journals, investment opportunity, marketing, planning, business management, team training and optimizing, etc. The last chapter first analyses the market dilemma that Chinese consumers'journals are facing, and then proposes the development model of it. The main aim of this chapter is to emphasize the point that consumers'journals should focus on consumption hotspots. More importantly, compared with other types of journals, consumers'journal should also take serving the whole society, opening to the society and constructing Chinese native and international brands as the tenet of publication.Considering the predicament that the consumers'journals are confronted with, the present study aims to put forward some valuable solutions or counter measures by means of current situation analysis, investment analysis, domestic and foreign comparison as well as market planning, etc. All this serves to help providing mental support for the survival and development of Chinese consumers'journals.