The Exploration And Analysis On The Digital Development Of Fashion Periodical

In the21st century, fashion periodical industry has flourished in our country. Butafter the rapid development peak, many drawbacks of it have come up, such as fuzzypositioning, homogeneous content, disproportionate distribution channel,non-innovative promotion means, etc. Meanwhile, with the fast development ofInformation Technology in the1990s, digital media’s popularization brought theearth-shaking changes to people’s reading habit and lifestyle; also make traditionalpaper media encounter unprecedented crisis and challenges. Due to the bottlenecks ofperiodical itself and the surge of digital media, Chinese traditional fashion periodicalswere thrown into jail.But to be sure, traditional paper media will never disappear nor lost marketingvalue by virtue of its reading cultural heritage for thousands of years. At this time,digital transformation and media convergence are the wakeful traditional media’sinevitable choice, so with the fashion periodicals.As the only China Famous Brand of our fashion periodical industry, Rayli hasbeen leading domestic fashion media since its publication in1995; also go ahead indigital media domain with the unique development strategy in recent years. Takingthis typical case as research object, the thesis analyzes Rayli’s digital media feature aswell as the success and deficiencies of its digital transformation, in order to providereference for the whole industry’s digital development. Under the new Media Ecology,fashion periodical publishers should face the opportunities and challenges activelywhich is taken by the digital wave, and reap the rewards in brand insistence, brandinnovation and brand extension. To be specific, publishers could strengthen the printmedia’s core competitiveness, then make innovations of content, channel,advertisement and event to the digital domain, also could cooperate with theelectronic commerce, thus developing the digital Blue Ocean Strategy in accord withthe periodical features.