Study On The Features Of The Mook ZHI CHINA

The publication form of "Mook" is no stranger to the publishing industry and the world.As early as 1996,the "Old Photo" series published by Shandong Pictorial Publishing House was recognized by the academic circles and the industry as the earliest "Mook" in mainland China.However,this kind of publishing form really reached a publishing climax in the publishing industry.It started with the young literature series "Minimum Theory" founded by Guo Jingming and the cultural magazine "Reading Library" founded by Zhang Lixian.Since then,more and more publications have begun to be published in the form of "Mook".The publication form of magazines has also begun to receive widespread attention from readers and academics,and has caused numerous discussions.Beginning with the origin and development of research journals,this paper gradually analyzes the characteristics of this publishing form and the reasons for its rise in recent years.This reason is inseparable from the social environment and the adaptation of public life habits.However,it is only for these reasons and theories that a magazine book cannot be completed,and it is necessary to learn from the successful cases.In 2015,Su Jing founded the special episode of"Zhi Japan"series — "Zhi China".The special collection of"Zhi China"has turned its vision to Chinese local culture and formed a new special collection of cultural magazines.It has gained a high sales volume when it first entered the market.As of the sixth volume,the cumulative sales volume of the"Zhi China"series has exceeded 500,000 copies.In the context of today's media convergence,digital publishing and mobile reading are continually seizing the traditional publishing market,and the sales of"Zhi China"have undoubtedly reflected its success.This paper mainly conducts case study on the special series of"Zhi China",and uses the relevant knowledge of editing and publishing to conduct a multi-angle and all-round analysis of the content characteristics and marketing characteristics of"Zhi China"magazine.Firstly,it analyzes the positioning and characteristics of"Zhi China",and explores the basis and logic of the selection of the topic and the content selection of"Zhi China"from its product positioning,audience positioning and its characteristics;Secondly,from the visual effect analysis,"Zhi China"is different from other cultural magazines in the layout design of the inside and outside,which has a younger,more fashionable and bold appearance and content layout design,which brings it to Readers have a better reading experience;Thirdly,from the "Zhi China to "online platform+landing activities"promotional marketing model to analyze its user stickiness and brand promotion;Finally,by analyzing the shortcomings of"ZHI CHINA"and the above advantages,we can give reference to other cultural publications on the market.