Study Of The Competitive Strategy Of China's Men's Magazine

This thesis aims to analyze men's fashion magazines in China on the basis of Five Forces Model, which drives the competition in industries, and to find out the obstacles in the competitive development of men's fashion magazines in China and put forward competitive strategies.The thesis first defines men's fashion magazines in China as the integrative magazines of fashion and living style oriented to male readers and reviews the development of men's fashion magazines in China Through the analysis of the internal and external environments of men's fashion magazines in China quantitatively or qualitatively, in accordance with the"Five Forces"of Industry Competitors, Suppliers, Buyers, New Entrants, and Substitutes and comparison of four famous magazines such as"Fashion·Esquire","Men's Health","FHM", and"mangazine", the thesis discusses the development problems in magazine positioning target towards high-income audience, lack of individual style and market influences. The thesis also suggests publishers refine the content of magazine rather than visible make-up to demonstrate its unique style, so as to create their own brands. Besides, men's fashion magazines in China should be interacting with the fashion industry and be more adapted to the competitions on the Internet.