Marketing Study Of The High-End Women's Fashion Magazines

In 20th century 80's, facing the trends of reform and opening up, China's magazine industry developed rapidly and its type and quantity growth were geometric class. Women's fashion magazine is a relatively rapid rise magazine group in the whole magazine industry, and now it has a relatively mature market-oriented philosophy and methods. After more than 20 years' development, the competitiveness of women's fashion magazine gradually focuses on the high-end women's fashion magazine. More and more women's fashion magazines become high-end women's fashion magazines via the cooperation of copyright or revision. If we use the share of magazine advertising in the developed countries as a reference, there is still large room for the development of China high-end women's fashion magazine. However, when compared with similar foreign magazines, China high-end women's fashion magazines started lately. There still are many problems such as location, content, channels and marketing, so it is a certain practical significance to view high-end women's fashion magazine from the perspective of marketing and give suggestion.This paper introduces the concept of the high-end women's fashion magazines and propose that high-end women's fashion magazines are more expensive and their target audiences are women who hold relatively advanced academic degrees, superior social or economic status, and they focus on a series of material and mental fashion information that women care about, and reflects a kind of alternate group culture taking beautiful photographs and dancing words as the mode of expression via the research method of quantitative or qualitative analysis. The development of the high-end women's fashion magazines experienced its embryonic stage of development, stagnation stage, stage of development, and is now approaching a mature stage. From the magazines' style and genre, the high-end women's fashion magazines in the market are consisting of Japanese, Euramerican, and Chinese magazines. The most of Japanese high-end women's fashion magazines position at practical fashion, the Euramerican magazines at luxurious fashion and the Chinese at local fashion. The three forces are contending for the leading role, and develop forward.The marketing concept of China high level female fashion magazine was changed from the concept of "disseminator standard "into concept of "audience standard". High-end women's magazines have triple layer marketing included content marketing, attention marketing and brand marketing. Using the relevant analytical framework of Marketing, this paper pointed out that high level female fashion magazine in china has a serious tendency to homogenization in position, content, channels and marketing. The tendency constrains the development of the high level female fashion magazine. In the current marketing environment, China high level female fashion magazine are faced with opportunities and challenges.On the one hand, after entering into World Trade Organization (WTO), the Chinese government created a new political system that the publish copy rights become more open to the outside world, it resulted that the Chinese high-end women's fashion magazines would impacted by others. At the same time, there is keen competition in the high-end women's fashion magazine market; it led to the high-end women's fashion magazine market share is changeable. In addition, in recent years, the price of paper is increasing sharply, this insulted in a shortage of paper supply in the domestic market and the publishing companies issue the high-end women's fashion magazine in a tough situation that high cost for issuing. Besides the global financial crisis is still impacting the global economies, also, the domestic high-end women's fashion magazine is facing a tough challenge that global financial crisis.On the other hand, as long as the Chinese economy is growing faster, it led to the selling and buying market achieved a high level in the globalization business system. Currently, the Chinese has increased their consume power and getting many consume experiences in the fashion goods, this is a potential market for the top fashion magazine is developing well in the Chinese market, and the experiences of copy rights cooperate has build a good foundation in the fashion magazine field in many years. In the global financial crisis situation, the Chinese government has took the correctly actions to prevent the financial crisis and stimulate the people's consume power. So far, the potential magazine market can let the fashion magazine running well in the future, also, depend on the strong magazine market foundation and the opportunity of the Chinese government stimulate economy develop policy, the fashion magazine must change the old concepts of selling, enhance selling power, and hold the opportunity to challenge the future.If the high-end women's fashion magazines intend to break, they, first of all, must pay more attention to the changes of the target audiences, upgrade the marketing concept in time, hold "SHE" marketing, and grasp "SHE" business. At the same time, they should pay attention to the Internal marketing, and make the Internal marketing come before the external marketing to lay the foundation for the external marketing. Secondly, they must segment markets constantly, in the light of development, to realize the differentiational development, from "large and all-inclusive" to "specialized and quintessential". Thirdly, they should stick to content innovations, expand the fashion connotation, improve the fashion discriminating ability and come into being unique fashion perspective. Fourthly, they must break the pattern of the marketing channels, and spare no effort in electronizing marketing channels to meet the audience multifarious needs. Fifthly, they must innovate ways of promotion to achieve developed soundly. Sixth, it should change from passive to active and actively carry out relationship marketing for the magazine to create a greater market value. Seventh, it should initiatively implement co-marketing, integrate resources, complement each other's advantages, and carry out event marketing to create three-dimensional image of the brand.