The Research On Beand Marketing Of 《boys And Girls》 Magazine

In modern society, as the enormous intangible assets of business enterprise, the importance of the brand has been over land, money, technology and human capital strategy elements. In a certain sense, the competition among modern enterprises have become the competition between brands. Therefore, that enterprises can breed its own brand and shape it into a strong brand, has become a business in the market with an important indicator of sustainable competitive advantage. The implementation of brand marketing strategy is the urgent demands from ages to a mature modern business enterprise.As the leader in similar journals, the《Boys and Girls》Magazine has the mature culture. But under the pressure of homogeneity in the journal and the readers'rational choice, the《Boys and Girls》Magazine has been restricted by the shortage of the brand competitiveness. That the implementation of brand marketing strategy and shaping brand journal is a major force for the《Boys and Girls》Magazine in the future development.The paper analyzed the ways that how the《Boys and Girls》Magazine managed and kept its trademark by the way of empirical study by taking trademark running theory as the basis of analysis. Firstly the paper analyzed the industry that the《Boys and Girls》Magazine is in, its market environment and competitors, clearly explained the current condition and development trend of China journals industry; secondly, it deeply investigated the current condition of the《Boys and Girls》Magazine trademark, digged out the potential problems; finally, the paper made a set of trademark managing and keeping strategy, put forward some suggestion by combining the internal and external resource condition of the《Boys and Girls》Magazine, studied the《Boys and Girls》Magazine's trademark brand-identification, brand-position brand-spreading and brand-extension.The research results of this study can be considered as the guiding principles and the reference materials for the sustained and healthy development of the《Boys and Girls》Magazine and the journals of other publishers in the industry.