Research On Brand Innovation Of DUZHE

There is an unprecedentedly fierce competition in the periodical market with the constant improvement of its functional mechanism. At the same time, thehomogeneity of periodicals gets worse. As brand is always the means to bring about differentiated marketing, increasing attention has been paid to the importance of the brand value in the periodical market. Therefore many journal companies list brand marketing as one of their long-term tasks. This article presents the status quo, problems existed and challenges confronted nowadays in terms of brand marketing of DU ZHE - one periodical brand in popular literature in China. Hence experience of brand marketing can be shared among Readerand other journals. The article is of the opinion that competition in brand marketing counts heavily, in fact, brand labels the nuclear competitive capacity ofjournals.This essay first introduces brand and brand-related accomplishments, and then makes an analysis of the status quo of periodicals at home and abroad in their brand development. The third chapter fully presents Reader's brand value. The fourth chapter gives the SWOT analysis of the internal and external environment of DU ZHE and comes to the strategies suit for Reader's further development. Based on the previous analysis, the fifth chapter mentions some innovative assumptions upon the positioning of this brand. The last part covers the tactics and implementation details on how to be creative in upgrading DU ZHE.