중국 잡지 <독자(DUZHE)>의 특성에 관한 연구

Abstract

The purpose of this study was to multimedia competition in China's new media environment, grope for the magazine "readers" new development strategy. Therefore, this study examined the and analyzes the content of the magazine "readers" and the system on the historic characteristics, and its survival strategy. The magazine "readers" magazine in China has the highest sales and long history, and played a dominated China's social and cultural changes in the vanguard of a car, meets the requirements of different readers of all ages. The magazine "readers" to be able to secure the location of the first Chinese magazine, is it in every moment of the changing society, actively adapt to social change, to cope with the market strategy, and accurately grasp the uncertainties of the readers' needs, and to reflect on the product content editing strategy is inseparable. A recent issue of China's market in hot media competition, all the culture in stages. The magazine "readers" content in various media diversification, and fumbling in the media competition market survival strategy more efficiency. In the future, the magazine "readers" will focus on investing in the rich product content development strategy. Namely, the magazine "readers" should focus on the network and smartphone application development, it will also make it more commercialization. Second, the magazine "readers" to pay more attention to the reader directivity sales strategy development. That is, the continuous analysis of the demand of the readers, focusing on producing reaction readers new intelligence information. This research discussion of China's most large-scale industrial session characteristics of the magazine "readers", for the magazine "readers" grope for its survival strategy has a certain significance.