Operation Of Popularization Of Digital Periodicals Backdrop

Information technology has advanced vigorously since the21st century, and in thecombination of the Internet and new media, the digital age come quietly. On the onehand, Journal of popular culture has to face the competition of similar traditional journal,on the other hand, it has to face the challenges of the periodical digital transformation,so the journal must be whole can occupy the market better. Before the digital age,increasingly intense market competition in periodical industry has make the journalcompete in the aspect of brand, and the popularity of periodical brand largelydetermines the market competitiveness of a journal, the importance of periodical brandis self-evident. With the advent of the digital age, based on market needs, thetraditional journal of popular culture, mostly trying to make digital transition, althoughboth opportunities and challenges, the digital transformation has brought theconvenience of reading, mobility, and interactive, grab the market the traditionaljournals do not occupy. At the same time, the rules of the game and business modelsbetween the Digitization of media market and the traditional media market are quitedifferent, the migration of readers, content homogeneity, profit model and copyrightproblems emerge in endlessly, and the importance of brand operation. of journal isgradually highlighted.This paper analyzes the double impact of digitalization on the development ofperiodicals. Digital periodical bypass the traditional periodical reader, the division ofthe traditional periodical advertising share, challenge the survive of traditionalperiodicals at the same time.But it also brings more opportunities to the traditionaljournals, namely electronic communication media, personalized content and opencommunication of information and digital publishing. Now that is both the opportunityand the challenge, if journal of popular culture can play the advantages of digitizationfully, it can has a new lease on life.From traditional periodical to digital periodical, it is not only the conversion andalternative of the platform, but the restructuring of the industry chain and value chain,also a comprehensive industrial revolution. The attempt of Journal of popular cultureturn to digital journal from simple reproduction, mechanical into secondary creation, tocreate a service platform, crawling in the groping and gradually perfect. In combinationwith periodical digital transformation, This profile analysis the existing problems andsummary of the experience gained, and apply the relevant theory of brand operation, such as brand positioning, brand communication, brand marketing and brandmaintenance, take "rui li","Chinese entrepreneur"," Forbes" and "VOGUE" whichwell-known at home and abroad for example.Based on the traditional mass culturejournal’s operation strategy of brand,this paper provide advice to the brand operation ofboth the traditional journals and the digital periodical.