Shenzhen Female Newspaper Magazine Brand Strategy Research

With the development of society, the relationship of the media and audience is no longer that, the audience own needs decide what the kind of news and media they pursuit, but all sorts of media began to attract the target audience for profits. The material goods surplus caused the commodity brand’s appearance; likewise, media brand building will be imperative in highly congested condition.With China’s accession to the World Trade Organization and the integration of the world economy, Chinese periodical market needs to become more open facing the world, and the periodical publishing industry will expand through the whole world, followed by it the competition of periodicals will be increasingly fierce. However, China’s periodical brand processing starts later than other countries, missing the best time, so there are lots of questions about whether to create a brand and how to create it.Shenzhen women reported is host by the women news magazine directly under the Shenzhen Women’s Federation, this magazine has a good development trend since1991when it had published, this magazine has to be the Shenzhen Special Economic Zone’s largest, most influential journal brand, at the same time, it has a certain representative in domestic women’s magazines. According to the survey, although the magazine has good sales, its brand image is not impressive among the people. The reason may be that,some department functions is not clear, advertising resources are limited, and the lack of brand awareness, including the result must have a certain relationship with the domestic periodical market environment. In this paper, we first analysis the big environment of the domestic periodical market and female periodical market, then give some feasible suggest according to the magazines’ specific situation in its brand creation and brand extension, we also hope this paper can provide a basis for domestic local journal brand building.