Segments Of The Road, The Chinese Magazine

In recent years, magazine in China has been greatly improved. In the startups, subdivided magazines take great part of it , but each development is different. However , both theorists and the practitioners have comparatively insufficient notions and the basic views of great divergences. We have to consider the following: what is the major problem in subdivision of the magazine we are confronted with ; the necessity and basic characteristics of successful ones should have ,and what is the operation rules ;how to learn from the experiences of the developed countries in America and European countries, so as to bring about subdivided magazines according to the practice in China.In this thesis, I have observed the status quo of the subdivision of magazine in China. On the basis of the summarization of some former discoveries, I proposed my original views, and have made efforts to make a comprehensive and systemic expatiation.The thesis basically consists of two parts: theories and practices. In the part of the theories , I have analyzed profoundly the ultimate motivation of subdivisions of magazine with the theories of sociology ,marketing and psychology. In the part of practices , I mostly discussed the viable rules, and tenet is that readers are the king ; and the same time , the brand marketing is very important and the brand extension of magazine is necessary.