Study Under "Soft Marketing" Theory For The Development Strategy Of Perspective On Automotive Magazines ?CAR AND DRIVER?

Since the 40th anniversary of reform and opening up,the rapid development of China's automotive industry and automotive consumer market has raised the robust growth of automotive media.The traditional automobile magazine has the earliest start and the longest development time among all kinds of automobile media.Since the 1980s,automotive magazines have enjoyed a large loyal readership because of their unique professionalism and depth,the rise and fall of automotive magazine reflected the development process of Chinese automotive media.Nowadays,with the advent of mobile Internet era,the traditional automobile media has faced with the trouble from new media and self-media,and their development prospect is worried,?CAR AND DRIVER?as the representative for the traditional automobile magazines have begun their own reformAs a marketing strategy,soft marketing has more flexibility,euphemism and overall than hard marketing.Its form is not rigid and unified,but systematic and flexible.As a kind of market penetration technology,enterprises pay more attention to avoiding the compulsion and indoctrination brought by the advertising behavior in the practice of "soft marketing",and devote themselves to improving user relations,carrying out public welfare activities and strengthening the construction of corporate culture and brand influenceBased on the perspective of "soft marketing",this paper will analyze a series of practices such as content innovation reporting strategy,brand awareness dissemination and strengthening,social responsibility and public welfare practice,implicit and introverted marketing in the development of?CAR AND DRIVER?and further analyze the reasons why?CAR AND DRIVER?has become the leading role of magazine industry in China.At the same time,based on the fieldship during the intership,the paper points out its shortcomings in the practice of "soft marketing",such as the negative impact of violent driving,the decline of authority,the drawbacks of "soft" usage doctrine and the challenges of increasing the cost of survival faced by its own development.In my opinion,in order to achieve a more long-term and stable development,?CAR AND DRIVER?should pay attention to the following aspects:taking the aesthetic requirements of female users into account,expanding distribution channels,improving professional standards and authority,and optimizing the evaluation system of communication.