Research On The Digitaldevelopment Of Fashion Periodical

In the 21st century, at the same time of the rapid development of digital media, China’s traditional periodical industry started to slow down or even reverse. In terms of fashion journals which cost is higher than price and rely on advertising revenue for major, if not to seek a more effective development path, the future is worrying. Therefore, fashion journals’being digital and development strategies should become an important topic of academia and industry need to explore in the context of media convergence.This article is based on contemporary digital new media development, combined with existing research to examine the intrinsic link between fashion journals digital development and business process reengineering. Through case studies, this paper analyzes the dilemma of fashion journals digital development, and research specific strategies of its digital development.It intended to provide a scientific theory and practical realities reference guide for local fashion journal using of digital strategy to enhance the brand. This study based on the idea to expand and divided into four parts:The first is theoretical research, mainly related to the basic concepts in this article, and the relevant information and documents were reviewed by Chinese scholars, including digital definition, as well as related literature fashion journals, digitized media.The second is the background analysis of fashion journals digitized development. After two decades of rapid development, China’s traditional fashion journals is facing internal problems to highlighting the shortcomings and the foreign aggression to the impact of new digital media, development fall into a bottleneck, only journals grafting new media, innovation and development path, in order to obtain long-term development.Thirdly, this paper makes a case study of Rayli.It analyzes Rayli enhancing brand value through resource utilization, product form, profit model, organizational structure, management systems and other specificy digital business process innovation,and explore the advantages and disadvantages of its digital development.Then, the article analyzes the dilemma fashion journals digitized development.Although digital journals trend is irreversible, there are still some problems to make it difficult. Predicament helps journal publishers grasp the situation, identify problems and then formulate development strategies according to the needs of society and the audience in transition period.The last is the study conclusions and recommendations. Based on the successful experience of Rayli digital development, this paper presents three brand strategy of brand stick, brand innovation, brand extension for the development of local fashion journals digitized direction.