The Study Of The Minority Journal Brand Building

According to the requirements of Press and Publication Administration,to 2011, the National more than 9000 kinds of non-current affairs journals must be completed into enterprises, which makes the journal industry facing new opportunities and challenges. In contrast, take a look at the development status of periodicals in China, particularly in our convince. Journal running system,operating system still have many problems.There are seldom famous or major publications, even less the well-known journal brands, while the most of journal mismanagement and weak strength. It's development does not meet the requirements of economic and social development, while can not satisfy the growing cultural needs of the masses,too. In Focus Media Age, following the trend of economic and social development, exploring the inner law of the periodicals development, carrying out the study of minority journal brand building, will undoubtedly contribute to journals in the fierce market competition, bigger and stronger.This paper is divided into three parts. In first part, the causes and significance of monority journals brand study are firstly described. Then theoretical deconstruction is done to journal market segmentation. Combining with the interpretation of the concepts of brand, brand strategy and so on, journal brand strategy is discussed. Then,in the context of demassification, the possibilities and practical significance of combining minority joural brand building with brand strategy implement are focused discussed. The second part, through the elaboration of the journal development status in our country and our province, China's minority journal brand managiing conditions and problems are analyzed,and on the operation level, the building of minortity journal brands is discussed. The third part, combined with the interpretation of the brand culture, brand culture's significance to journal brand building and minority journal brand extention is elaborated. Moreover, combined with domestic and international success stories of brand extension, the ways of minority journal brand extention are described.