The Research Of Rayli

In the late 18th century, women gradually go out of their homes in social production,with the industrial revolution.Women’s economic independence and individual consciousness awakening give rise to a new medium of the masses--fashion magazines. Since the world’s first fashion magazine Harper’s Bazaar started,the fashion magazines has experienced nearly 150 years of development.Its birth and development closely correlate with the development of social economy and science and technology.Since 1978, China mainland has promoted the reform and opening up. As a result, the economic starts taking off, and people’s cultural life is also getting rich. The fashion magazines as an "exotic" has experienced from scratch in China,and its content has also been enriched.Especially, female fashion magazine with exquisite binding for appearance,which use fashion information and display dress wear as the main content and take female as the main readers,present a booming trend.From Fashion in 1980, to the present top on the market like Rayli series magazines, Vogue, Vivi, Mina, ELLE and so on, from the anonymous to the booming market, the development of the fashion periodicals in fields of both economy and culture is getting more and more attention of Chinese scholars. In addition, the advent of the era of Web 2.0, the image, and the fragmentation of the reading habit have also prompted the traditional print media from the perspective of their own advantages. Media companies are seeking to new ways for their development, through the integration with new technology.As the current most popular and the most representative female fashion magazine,Rayli is selected as this research object. First, we investigate its history of the exploration, the current situation of the enterprise statement, according to current situation of publication, with respect to its readership and circulation, columns and content characteristics, layout and format form style, market ranking and advertising business, editing features and innovation aspects. Drawing further, we analyze the positive consumer culture included in the publication content, looking into the material consumption, spiritual consumption and exchanges between the three aspects. Meanwhile, we dig into the understanding of the female images in the magazines, and decomposing the way of interpreting the modern women in these magazines, and try to decompose the reasons of successes like Rayli intelligently using "halo effect" of celebrities, market segment, and accurate positioning the audience, from perspectives of social psychology, focus theory and journal of brand management, by using the reference group theory, focus theory and brand equity of three related theory. Finally, based on the analysis of the system, we sum up the successful experience of the magazine:to provide quality content is the core competitiveness of magazine, innovative spirit of the magazine is the survival of the fundamental, editorial team is the basis of magazine development, grasping the reader demand is the key to the success of the magazine, take advantage of preponderant resource is the basic power of the magazine’s development. I wish this research could provide some reference and enlightenment for Chinese magazine, especially for fashion magazme.