Research On The Development Of Chinese Infant Periodicals Based On Brand Building

As one of the carriers of early childhood education,infant periodicals not only play an important role in the healthy growth of young children,but also have a subtle influence on parent-child reading.With the increasing number of young children in China,the active promotion of nationwide reading,and the increasing emphasis on early childhood education by parents and society,the infant periodical market has been developing and expanding.This paper takes Chinese infant periodicals as the research object and brand building as the research perspective.Through the research methods of literature analysis,case analysis and interview,it summarizes the development of Chinese infant periodicals,and analyzes the current difficulties that Chinese infant periodicals are facing.Combined with the case study of the brand building of Oriental Baby,the paper puts forward the countermeasures for Chinese infant periodicals in order to better promote the development of Chinese infant periodicals.The paper is divided into five parts.In the first chapter,the introduction states the background,significance,method,content and contribution of the research.The author reviews the literature of domestic and foreign scholars' research on infant periodicals,brand building andperiodical brands.Due to the particularity of periodical publishing,the author draws on the periodical brand elements put forward by domestic scholars Xue Ke and Yu Mingyang in Media Brand,and a series of measures of periodical brand elements and brand extension management summarized by Zhao Hong in Media Brand Communication.This paper summarizes the theoretical framework of periodical brand construction: periodical brand positioning,periodical brand content,periodical brand management,periodical brand extension.Periodical brand positioning is the foundation of brand construction,including a series of measures such as periodical positioning and market positioning.Periodical brand content is the core of brand construction,and high-quality and personalized content is the key to win the favor of readers.Periodical brand management mainly includes the issue and promotion of periodicals,which is a strong guarantee for brand construction.Periodical brand extension refers to the diversified management activities.Therefore,an analytical framework of infant periodical brand construction is constructed in this study.The second chapter introduces the development of Chinese infant periodicals.Through data collation and literature analysis,this paper analyzes the product germination,market formation,brand exploration and development status of Chinese infant periodicals in each stage.Chinese infant periodicals began to take shape in the generation of children's periodicals in the 1920 s,and were founded one after another in the 1980 s and 1990 s,entered the market formation period after entering the 21 st century.At the same time,in view of the current situation of unbalanced brand development of Chinese infant periodicals,this paper makes a brief analysis of the two major brands of Chinese infant periodicals,namely Toddler Pictorial and Oriental Baby.And also makes a comprehensive analysis of the general Chinese infant periodicals in terms of personnel size,distribution mode,profitability and new media integration.The third chapter analyzes the four dilemmas faced by Chinese infant periodicals.Firstly,lack of brand awareness,which is manifested in the lack of brand evaluation,brand planning and brand extension.Secondly,the positioning of periodicals is not clear,which is mainly manifested in the general positioning and market positioning.Thirdly,the quality of the content is not fine,mainly in the similar title,the topic column repetition,the same binding design and other aspects;Fourthly,the business ability is not strong,mainly in the issue of slow growth rate,new media integration degree is low,copyright output strength is weak.The fourth chapter combines the practice of Chinese infant periodicals to make case analysis.The size,circulation,number of awards and grade of Oriental Baby are all in the forefront among Chinese infant periodicals.It is typical and representative in the construction of periodical brand.Through the analysis of four aspects of periodical brand positioning,periodical brand content,periodical brand management and periodical brand extension,Oriental Baby provides successful experience for other infant periodicals.According to the research,Oriental Baby shows its brand positioning,market segmentation and personalization.In terms of brand content,some measures were taken,such as advocating the concept of picture books,developing personalized topics,innovating brand columns and breaking binding conventions.In terms of brand management,it explores online distribution channels and build a promotion platform for picture books.In the brand extension,it adopts the measures of books and periodicals interaction,the establishment of digital publishing platform,external copyright output,and the construction of children's ecological industry circle.The fifth chapter puts forward the development strategy of Chinese infant periodicals based on the brand construction.Firstly,to strengthen the brand awareness,mainly through the publication policy and planning the development of periodicals to achieve.Secondly,in order to implement accurate positioning,it is mainly highlights children's standard,the characteristic positioning of running the magazine,and the market segmentation positioning.Thirdly,to improve and optimize the brand content,mainly by paying attention to the development of topic selection,creating brand columns,highlighting the design and other measures.Fourthly,improve the management ability,mainly adopt the distribution channel network and promotion activities branding measures;Fifthly,the brand is diversified and extended,mainly through the creation of periodical derivative products,active integration of new media,copyright cooperation and other ways to go out.