A Study Of Development Strategies Of Fashion Magazines Under The Background Of “Internet Plus” Era

The coming of Internet era has changed and broadened the traditional reading mode, which makes it easier for readers to gain information. Thus paper magazines have been stricken, especially fashion magazines prevailing on exquisite vision. Nowadays, “Internet Plus” has been risen to national strategy, which provides a new direction for developing fashion magazines. Meanwhile, the development of cultural industry, regarded as the important content of 13 th Five Year Plan in our country, also offers a new space and platform for developing fashion magazines. Currently, fashion magazines have realized that traditional way of printing publication has been passed from favor; the excessive similarity lies in the names and contents of various magazines, making it difficult for readers to choose; also, this kind of magazine suffers a serious decline on quality of content and an obscurity on defining target readers; all the above-mentioned problems obstruct the development of fashion magazines. Therefore, under the background of “Internet Plus” era, transformation and promotion are needed for fashion magazines to overcome the new challenge brought by Internet.The whole thesis is consist of five parts.The “Introduction” part introduces the research background, goal, and methods of the whole thesis.Part one presents bibliography and annotation for concepts referred in the text.Part two illustrates the current situation of developing fashion magazines.Part three firstly demonstrates the inside and outside environment facing by fashion magazines under the background of “Internet Plus”, then finding that some magazines have already realized the impact brought by Internet development and propelled the construction of new-media platforms in succession. Besides, it is a universal phenomenon that the contents of magazines are too similar or even the same. Lastly, excessive broadness of market orientation makes the target readers of fashion magazine unclear, which leads to the absence of key point in the orientation of content. The development of fashion magazines is beset with difficulties.Part four starts from the perspective of media evolution theory, through the case study of “Harper's Bazaar” and “Modern Lady”, analyzing how fashion magazines can build their own development mode by media evolution and finding that the magazine which complies with the “Humanism Tendency” can adapt to society better and obtain better development. In the end, some strategies and suggestions are offered to the development of fashion magazines under the background of “Internet Plus” era.Part Five probes into the approaches for fashion magazines in our country to break through the current dilemma, offering corresponding strategies and suggestions by the analysis of current problems, the media evolution theory, and combination of “Internet Plus” tactic, to advocate fashion magazines addressing the challenge brought by Internet and grasping the opportunities by transforming development pattern from five aspects: business model, content&form, redefinition of readers, cultivation of Internet minds.