The Brand Communication Research Of Women's Fashion Magazine Under The Background Of Media Convergence

Media convergence brings not only big challenges but also huge oppotunities to the brand communication of chinese female fashion magazine. Facing with the carpriciousness of customers and the segmentation of media, the core competence of the industry has turned to be the ability to unleash the power of creative ideas and to create brand wave by using efficiant voice points on the market. This paper is based on the researches of brand communication both in domestic and overseas under the background of media convergence. It starts with the influence of chinese female fashion magazine's brand communictions, by analysing the successful experiences, disabilities and the reasons for fail, it raises three strategies for chinese female fashion magazine's brand communications under the new market circumstances. In this article we can review the case of RUILI magazine, and make further understanding and investigation of the three strategies.The new challenge for chinese female fashion magazine's brand communication comes from five basic factors—brand peddler, brand information, communicating channel, customers and communication effects. Chinese fashion magazine's brand communication has gained a lot of successful experiences in the context of media convergence, it has built the thoughts of the importance of brand communication, expanded the communicating channels in multiple fields, and used diversified communicating methods. There also exists some weak points, such as positioning similarity, ignorance of customers'changing requirements, lacking of integration of communicating channels, inefficiency and aimlessness of communication methods, and so on.Given the reality and the changing environment of brand communication of Chinese fashion magazine, we have sufficient reasons to believe that the implementation of brand communication shall follow three basic strategies—differentiation, integration and interaction. For implementing differentiation strategy, the company shall build different brand position and respond to different requirements from different customers in highly segmented market tiers. For integration strategy, they shall cut in from three critical points:contents, channels and communication methods. For interaction, they shall emphasize the importance of consumers'participation and experience, get on time responses from participants, and stress the "engagement" feature of brand communication. In the last chapter of this paper, we can go back to the instance of RUILI magazine and observe the process that the strategies go from theoretical research to real practise. I hope this research can provide some references to the development of brand communications in the Chinese female fashion magazine industry.