Author Liu Jian
Title: Deputy Editor-in-Chief of Chinese Sons and Daughters
Paper Title: How Can Chinese Magazines Become Market-Oriented, Commercialized and Establish Brand Names.
Key words: magazines; market; industry; brands
Abstract:
Although the number of magazines in China ranks high in the world, They are still lag behind in entering the market and establishing brand names.
With the rapid pace of globalization and China' entry into the WTO, the development of Chinese magazine industry will make great stride. Confronted with alien concepts of market, commercialization and famous brands, as well as the control of foreign capital, we must set up industrial groups in order to step up the development of this sector.
Compared with newspapers, films and TV, magazines have both advantages and disadvantages. They are more expressive and rich in cultural implications. So we should gain more market share for them, set up a scientific and complete commercial chain and magazine industry conglomerates. And it is the task of the insiders of this sector to explore ways to draw upon the successful experience of other countries and carry on our own tradition. In the meantime, policy endorsement, intervention of capital market and shift of concepts are also required to boost the progress of this sector.

Author Profile:
He used to work in the United Front Work Department of the CCCPC. Chief compiler of A Collection of Reportage of the Ten Understanding Youths of China, a painting collection titled Biographies of the Chinese Young Scientists, etc. He also was involved in the shooting of several TV documentaries and entertainment programs.

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