The Research Of Market Segmentation Of The Domestic Male Fashion Magazine

With the high speed development of domestic media industry in China, the magazine industry has entered a new stage after the reform and opening up. The traditional market structure is undergoing profound changes, and a prominent feature is that the differentiation trend of the magazine periodical market becoming more obvious. In domestic male fashion magazine market, the main force of the market has turned to be the Niche magazine, and the Niche magazine holds the mainstream in the male magazine fashion market.The male fashion magazine which have the clear position and unique advantages develops rapidly, but the other male fashion magazines face severe challenges. How to success in a wide variety of male fashion magazine market is a very crucial problem,and it needs more attention from the domestic media industry and the academic circle. Due to the rich return of the domestic male fashion magazine.the foreign media groups has began to enter the domestic fashion magazine market from2004. The influx of a large number of these historic magazine brought huge impact to the domestic fashion magazine market. This article mainly aims at the market environment of domestic male fashion magazine status, and it draw lessons from market segmentation theory of professor Wendell Smith in U.S.A so as to provide useful advice to the development of domestic male fashion magazine.This paper mainly uses the literature research method, the mathematical statistics method, the comparative method, and the method of combining quantitative and qualitative.The full text is divided into four parts, and the first part is the research background, the literature data,the research significance and the research method. According to the data analysis of《GQ》, the second part points out the present situation and the problems of male fashion magazine market,and these problems are mainly manifested in the following aspects:advertising problem,location problem, homogenization problem and talent problem.The third part is based on the market segmentation theory to establish the basics of domestic male fashion magazine market. The fourth part is the segmentation of the domestic male magazine market, and it includes the target audience,the rules of market segmentation and the strategy of market segmentation.Under the double pressure of domestic magazine market and foreign publishing groups, the domestic male fashion magazine must conform to the trend of market segmentation and make efforts to create a well-known magazine brand.