Research On International Marketing Strategy Of "China" In "JR China"

With the constant elevation of China’s position and influence on the international arena, a "China Craze" has swept the world and attracted interests from increasingly more people in the development of China and in learning about the unique Chinese culture. Meanwhile, under the backdrop that China keeps on broadening the scale of opening-up and that the international situation becomes more complicated while China’s development and foreign relations are undergoing significant changes, it becomes urgent to have the other countries understand and recognize China, and convince them that China is a responsible country that is in fast development. It is an urgent task if China strives to further opens itself up and penetrate in international cooperation, and also the ultimate goal for China to communication with the world. Print media as the mainstream channel of international communication and authorative distributor of information is faced with fierce competition from both traditional media such as books, newspapers, broadcastors and TV stations, and new media including Internet, electronic mobile media and SNS. From the perspective of development trend, the influence of print media has obviously declined. Among the many internationalized Chinese publications, China Today English Edition is a typical representative in aspects of language, number of target countries, scope of readers, competition status, development situation and market outlook. This thesis analyzes the international marketing strategy of China Today English Edition, including the analysis background, domestic and international research status quo, competition environment analysis, localization analysis, and digitalization analysis, particularly the marketing strategy of "localization" and online marketing. On this basis it concludes the marketing strategy of this publication in expansion of the international market, as a reference for the future uses that aims at strengthening international communication, overall planning, and execution plan.