Financial Magazine Brand Communication Research

Compared with other media serving economic information, Finance Magazine is one of the vital means for people to gain quite abundant and valid information. CAIJING is the best finance and economic news magazine in China. Hu Shuli the former chief editor of CAIJING said "the success of the financial magazine shall include two aspects. One is that the content of magazines reaches the high standards. It is the source of authority and influence of the magazine. The other is management. Establishing Brand is the base of Stability and sustainable development." Those remarks suggest that establishing Brand is the main outlet for financial magazine to face the competition. As the competition turns further intensified, establishing Brand is the only path the financial magazine can take. From this point of fact, this paper aims to research the brand communication of financial magazine.Combining the brand communication theory and marketing theory, this paper regard the brand communication, brand position, brand recognition, the triple sale and audience location as theoretical background and chose the CAIJING as a detailed case to study the brand communication of financial magazine. The third part is the emphases of the paper. Combing the growth vein and brand communication strategy of the CAIJING, It mainly from the following four aspects:brand position, brand recognition system, brand communication channel, audience location. The result of this study may have implications for other financial magazine. The last part of the paper suggests the problems of our country financial magazines and provides suggestions from three aspects.