Marketing Communication Research Of Fashion Periodicals Network Integration

Everything has developed rapidly in the21st century.With the advancement oftechnology,we will be brought into a new era the Internet Age.In this era,particularlywith web2.0technologies and the maturity of the applicatiton instruments,an isolatedInternet network has evolved into the comprehensive network based on the Internet.AndInternet and mobile applications have been an explosive growth.The popularity ofInternet enables the audience to obtain information in a more diverseway.Furthermore,the public can not only obtain information through Internet,but also asthe issuing subject of Internet information,they can also share information with moreconsumers.The position of the audience has undergone great changes in thetransimisson system.Such characteristics of the Internet as inexpensiveness andconvenience,have attracted a lot of audience,consequently,the audience of the traditionalmedia has gradually leaned to theside Internet media.So has the periodical industry.Marketing environment,the habit of the audience and the transimisson channels havechanged greatly in the Internet environment.In order to keep up with the pace of thetimes,to stand out in the fierce competitive marketing competitons,to gain thepreference of the audience,to consolidate the his own strength,many fashion periodicalshave chosen the path of the network of integrated marketing communications.The paper from the current situation of the prosperity of the Internet and theemergence of the new media,guided by the concept of modern marketing,by thecombination of theoretical research and practical research,based on the relevant theoriesand the research results at home and abroad, started from the transimission channels andthe audience,applies theoretical analysis,documentary analysis,comparativeanalysis,case analysis,etc to study the network of integrated marketingcommunications of modern fashion periodicals in China.First,the paper talks about theera background of the network of the integrated marketing communications of modernfashion periodicals.Then the paper discusses the theory of the network of integratedmarketing communications,which paves foundation of the following analysis.Thearticle analyses the reasons why fashion periodicals of China carry on the network ofintegrated marketing communications from the changes of marketing environment,theaudience and transimission channels.After that,the paper’s emphasis is on the currentsituation of the network of integrated marketing communications of fashion periodicalsof China,and makes the specific case study of the network of the integrated marketing communications of two representative of fashion periodicals of Fashion,Ruili.Last theauthour concludes the experience of the network of integrated marketingcommunications,providing a new analytical perspective of the study of fashionperiodicals.It also provides a refreshing thought and successful experience for thenetwork of integrated marketing coomunications.It is valuable for the development offashion periodicals.