A Study Of "Yao Wen Jiao Zi"

This thesis used the magazine "Yao Wen Jiao Zi" whose chief editor is Hao Mingjian as the research subject. It started from the magazine’s founding background, editing features, design of the column cover, marketing plan, and some other aspects, for generalizing and researching the19years’development process from the founding of "Yao Wen Jiao Zi" to2013.The approaches of literature research and content analysis have been used in this thesis, lots of first-hand information has been obtained through reading of the19years’"Yao Wen Jiao Zi". Introduction of the thesis mainly provided a comprehensive introduction of the research background, research objects, and research methods, and described the breakthrough and innovation of the thesis; In the first chapter, the author described the started publication of "Yao Wen Jiao Zi", divided its stage of development, analysed the two sides of the magazine, and introduced the editing features and characteristics of the times; The second chapter through the research of the cover page, and column of "Yao Wen Jiao Zi", especially the feature column of the magazine "Zhong Shi Zhi Di", some changes and adjustments appeared in the magazine had been grasped; The third chapter focuses on the research of the branding process of "Yao Wen Jiao Zi", that analysed its marketing plan, activities, derivatives, and a series of methods of spread used by the new media era; In the last chapter, the author evaluated "Yao Wen Jiao Zi", and summed up the successful revelation of the magazine.This study believes that good operation of "Yao Wen Jiao Zi" in many aspects, which includes the insistent editing features, the closed interaction with audience, and some marketing activities, is the magazine’s inspiration of succeed during the19years, such as wining the majority of audience, getting the right to speak, and establishing authority.