Research On The Running Features Of Chinese National Geography

Chinese National Geography (abbreviate as CNG bellow)formerly known as Geographic Knowledge, was founded in1950, has issued more than60years. During this period, as well as the fate of the most popular science journals, it was not all plain sailing. At the beginning,Geographic Knowledge experienced a short glory, after that, it closed twice, the situation was not improved until the Cultural Revolution. In the early1990’s, with the economic system reform, the market concept gradually strengthen, many traditional scientific journals have failed, the circulation of Geographic Knowledge is down to a cliff. In1998, Geographic Knowledge repositioned, combined with market demand adjust the content structure and positive innovation management mechanism, to meet challenges with new attitude. Two years later, it changed its name to "Chinese National Geography", began to a road of the characteristics of running, started the publication of a new chapter.The publication running characteristics are usually reflected in editorial and management from two aspects. The CNG in the aspect of editing content are as follows:Firstly, the concept of topic selection show originality, is focused on the western China, on the theme selection both nature and culture; Secondly, format layout illustrated, sublimate the beauty of the visual transmission, display images of tension, constructed the concise romantic writing style; Thirdly, its cover bright is dazzing with wonderful picture and soliciting title.The business management strategy also gradually changing. On the one hand, taking a variety of channels to expand sales market, under the postal system of China, using database supermarket retail methods such as direct mail, comprehensive web; On the other hand, aiming at high-end advertising to interact with readers activities; At the same time expanding the medium transmission form, such as the mobile phone, tablet, film and television, and other areas of the media; In addition, the CNG also pay attention to brand building, strengthening brand awareness, to develop a series of related to journal brand marketing activities.Although CNG need to step out of the shadow of the National Geographic as soon as possible, break through the limitation of the selected topic, balance the interests of the readers and advertisers, and slow down in the footsteps of brand expansion, in order to go further and better. But grasping the reader market, accurate positioning themselves; Combined with pictures, literature, hot way to spread science; High quality editing team, to build science brand; Strengthen sales, a variety of ways such as parallel which is the enlightenment CNG brings us.