Market Segmentation Study Of Gardening Magazines In China

In the new century,the domestic media industry has developed rapidly.In order to survive and develop,traditional media have to keep up with the trend of new media development,and have begun to transform and upgrade,and face fierce competition and challenges.With the development of new media and the rise of niche individualized circles,the characteristics of market segmentation of traditional periodicals and magazines are more and more obvious.Among numerous domestic magazines,the main force has been transformed from the previous popular magazines into niche magazines,and market segmentation has increasingly become a strategy to seize the market in various fields.This paper based on the collected information and dates statistics,comb,integration,from domestic market segmentation environment current situation and problems of the development of gardening magazine,guided by the market segmentation theory,market segmentation from gardening magazine,specific operations rule,the target audience segmentation,market segmentation strategy and the value of gardening magazine market segmentation,etc.Thus to provide some references for domestic gardening magazine.The author spent most of his spare time in the college of landscape architecture and horticultural associations.After graduating from the university,I have been paying close attention to horticulture and meeting many people who love gardening.I got to know horticulture because of my interest,and got to know horticulture magazines and books.In the process of subscribing,purchasing horticulture magazines and communicating with flower friends,the author found that although the horticulture circle is relatively small,its connotation is very rich and there are many problems worth discussing.At present,the horticultural magazines on the market can be divided into two categories,one is academic and practical,which is mainly managed by the government departments and sponsored by the relevant departments of the ministry of agriculture of various provinces and cities,mainly disseminating new horticultural varieties,new technologies,new methods and market information.In my opinion,this kind of magazine can be divided into practical type and appreciative type.The practical type mainly involves all aspects of horticultural planting and home gardening life,and provides specific operation skills and matters needing attention.The audience can practice planting according to the contents of the magazine.The appreciation type mainly takes plants,flower borders,gardens,home gardening collocation and so on as the main content,provides a large number of exquisite pictures,provides the visual feast for the reader,enhances the life interest and the esthetic standard.Based on American scholar Wendell Smith's market segmentation theory and the multiple heterogeneity"theory of media market segmentation,this paper sorts out the development stages of domestic horticultural magazines.Second,from 2010 to now(especially from 2014 and 2015),horticultural magazines emerging at this stage tend to modern home gardening,which is more closely related to family lifestyle.The research focus of this paper is the second phase of the popular lifestyle horticultural magazine.What are the opportunities for the general horticultural magazine audience to access horticulture?How did their lifestyle change after they started gardening?What are their different needs for gardening magazines because of their preference for gardening and their preference for gardening plants?What do they think of the existing horticultural magazines in the country?In addition,in the context of media market segmentation,how can horticultural magazines seize the long tail transformation and upgrading of the market?Is content king?Or focus on technological innovation?And so on,is the author tries to explain clearly the question.In order to solve these problems,the author USES the method of literature survey,interview and comparative research to collect relevant data and analyze some specific cases.On the basis of combing the current development situation of domestic horticultural magazines,the existing problems of domestic horticultural magazines(content homogeneity,unclear subdivision basis,strong platform dependence,lack of human resources,etc.)were analyzed.Then,based on the market segmentation theory,the target audience's positioning,age,gender,geographical location,access to horticulture,horticulture preference and other aspects are analyzed from the three dimensions of demassification positioning,demography and psychological variables.Based on the analysis above,this paper discusses the strategies and values of market segmentation of domestic horticultural magazines,and puts forward some Suggestions from the perspectives of market positioning,content customization,editing policies,distribution channels,featured advertisements,and brand derivation,in order to provide some references for the development of domestic horticultural magazines.Finally,the value of domestic market segmentation of horticultural magazines is expounded from three perspectives,namely,operation of horticultural magazines,audience of horticultural magazines and development trend of horticultural magazines,and the market segmentation of domestic horticultural magazines has both opportunities and challenges.Domestic gardening magazines in the magazine market differentiation into the mainstream of environment,should keep up with the trend of the market segmentation,should not only face the problem,must seize the opportunity,adhere to the principle of market segmentation,adherence to standards content is king,with the target audience for the study of the subject and the service object,with magazine brand in order to ensure,towards a new stage of development.