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The Study of Foreign Magazines’ Marketing and Advertising Situation in China

Author: DengKaiLei
Tutor: ChenHongMei
School: East China Normal University
Course: Journalism
Keywords: Foreign Magazines in China Marketing and Advertising Reader’s Digest
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 59
Quote: 0
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Abstract


The object of this study is foreign magazines in China. Since joining WTO, China has been involved in global communication, among which foreign magazines in China can be regarded as a very important role in Chinese cultural market. Whether successful or not, they can always enlighten Chinese local magazines by their current situation in China.This thesis makes no effort to unfold the current situation of foreign magazines in China by analyzing their strategies of marketing and advertising. Taking proper strategies of marketing and advertising is a very important method to develop successfully in Chinese market for current magazines. Thus, the strategy of marketing and advertising can precisely present magazines’current situation of policy, market, product and capital. Reader’s Digest can represent foreign magazines in China very well because of its long history, its common time and way of launching Chinese market, and its special magazine position. And that’s why it is chosen as the example of case analysis in this thesis.As a result, this thesis aims to present the current situation of foreign magazines in China through the quantity and quality analysis of their marketing and advertising strategies, among which Reader’s Digest is chosen as an example. And also, this thesis aims to enlighten Chinese magazine market and even the whole cultural market in China.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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