Several Problems In The Development Of Digital Analysis Ruili Brand

In the1990s, everything became digital. The fast development ofinternet and digital media lead to a new consumer market fragmented.As a result, the traditional magazine industry was confronted with newopportunity and challenge. On the one hand, as a sunrise industry, thedigital industry brought huge crisis and great challenge to thosetraditional paper media, especially those key media. In the year of1980,the media tycoon Rupert Murdoch has already predicted that thenews media industry including advertisements would be digital ratherthan relying on paper and ink.30years passed by, facing theinformation explosion, the traditional paper media (newspaper andmagazine, etc.) was standing on the crossroad calling for a change.Although paper and ink is still now being used, a digital future of mediais agreed by the whole industry. One the other hand, until March,2011,China’s total consumption of luxury products reaches10.7billion USdollars (personal plane, cruse and luxury cars not included) accountingfor a quarter of the total amount of the world. China is now the secondlargest luxury consumer market of the world, and the potential need ofthe huge market to communicate brings a golden opportunity to thegrowing of China’s fashion magazine industry. This dissertation starts withthe study of the digital development of RAYLI Magazine, andsummarizes the chances and difficulties faced by Chinese domesticfashion magazines during their digitalization. In addition, the writer givesus a solution by strategic thinking. This dissertation can be divided into4parts: the first part is a brief summary of the development of RAYLI andChinese fashion magazines, including RAYLI’s development andgrowing history, the relationship between RAYLI and Chinese fashionmagazine, and the new development trend of Chinese fashionmagazines represented by RAYLI. The purpose of the writer is to give a clear show of the present situation of RAYLI, and to point out that it isinevitable and urgent for Chinese fashion magazine to be digital. Basedon the first part, the second part presents the opportunity and difficultybrought by RAYLI’s digitalization by sequence, and then analyzesRAYLI’s way of dealing with digitalization by taking RAYLI as arepresentative of success of localization. The third part gives acomparison between the digitalization of popular Chinese fashionmagazines and foreign ones, then summarizes the experience whichcould be learned, and finds out the difference between them byanalyzing the profits of Chinese fashion magazine. The fourth partstudies the strategy during the digitalization of Chinese fashionmagazines.