A Research On Children’s Periodicals Viewed From Brand Culture Construction And Dissemination

Tasting a cup of coffee in Starbucks, is regarded as the symbol of the small property life. If you want to know about American culture, you can just drink a bottle of Coca-Cola, eat a McDonald’s, smoke a Marlboro cigarette."Half of the brand is the culture." Brand culture has become a blockbuster in the confusion and full of smoke market. Just as Starbucks, McDonald’s, Marlboro, a wonderful children’s publications assembled the wisdom of children’s periodicals and literature workers. The unique brand culture is not only a precious cultural heritage in China, but also can be in an the invincible position.With children growing up of children’s periodicals is one of their partners, as they launched the world magnificent picture, let their imagination and unconstrained style. Since China’s reform and opening up, Chinese children’s periodicals market luster good, periodical number increasing, species is becoming more and more diversified. But, can let parents satisfaction, children’s favorite brand publication is a handful.2013is kids literature60th anniversary. The publication has been published a half centuries with three generations. She carries a history of children’s periodicals in our country. Her success lies in the brand of the precipitation, cultural transmission and innovation is to follow the era.This paper, by using content analysis, literature analysis, case analysis, from the perspective of brand culture building and communication theory, first of all, research from the perspective of brand culture and brand culture of the definition, content, the build process, from the perspective of brand media spread research types, methods, etc., as the rich theoretical basis; Second, explore represented by kids literature and art success of children’s periodicals how to properly build brand culture, how the children on this special group, inductive integrating their branding, professional operating experience; Finally, combining with the development of the era of new media, and puts forward some countermeasures for constructing brand culture and the spread way of children’s periodicals, provide reference and experience for our children’s periodicals.