The Analysis Of Motto Magazine

November 2003 launched Motto magazine, is an in order to "improve teenagers’ language training and living wisdom" as the theme of the color version of the abstract journals. The development course of Motto magazine for twelve years. There are both gratifying results and difficult bumpy. Motto magazine adhere to "open language wisdom, reveal the zeitgeist" for the idea, manages the publication style of personalized, the unique journal content, and accurate brand strategy. Motto magazine is the existence of unique in the history of Chinese journals.In this paper, the object of study for Motto magazine, contains Motto magazine itself, Motto brand series publication group, brand series and other related content. With Motto magazine features and brand construction as the focus of this paper research.In this paper, with periodical science, communication, brand science, editing s cience and and other related disciplines of knowledge, adopted literature study, ca se study, comparative study, and the method of content analysis to the Chinese a bstract journal overall development as the background, development course to Mot to magazine and editing features as the breakthrough point, to reveal the general characteristics of the magazine and brand strategy, analyses the serious challenges facing the Motto brand, and put forward reasonable countermeasures under the bac kground of media convergence. The body of the thesis consists of three parts:int reduction, text and epilogue. Specific content is as follows:The first part is the introduction. Discusses research background, research status, research significance, research purpose; research methods, etc.The second part is Motto magazine development course, which is divided into four tectonic plates. Including Motto magazine’s initial period; formative period; mature period and revision.The third part is the characteristics analysis of Motto magazine. Mainly aimed at Motto magazine content characteristics, layout characteristics, target readers and so on has carried on the detailed analysis, compared the style with Youth Digest Color Version, Yi Lin magazine and Motto magazine.The fourth part is Motto magazine’s brand strategy. Mainly include four sectors, "improve teenagers’ language training" as the core brand; "From the abstract to the original" brand pursuit; "Multiple three-dimensional creative cultural industry group development service" brand development; "Open language training, and improve the survival wisdom, broaden the cultural horizons, condense power" brand culture; Media convergence era of brand marketing.The fifth part, Motto magazine’s brand challenges and countermeasures. Motto magazine development today, facing the serious content homogeneity, lack of distribution channels, advertising higher cost competitiveness is low, the lack of new media technology research and development, the lack of talents and so on. In the face of these problems and challenges the authors should be insisted that content is king, differentiation of journal; Use the Internet to thinking, the innovation of traditional distribution channels; Introduction of advertising revenue model, to improve advertising fine degrees; Intensify digital research and development, develop new technology and new formats; Expand the editing ability, change the editing ideas, etc.Through to the Motto magazine features and the analysis of the brand, this paper argues that Motto magazine is an excellent brand periodicals, Motto brand in the print media has strong advantage; In the era of media convergence, Motto magazine although faced with many challenges, but there are still opportunities, have the ability to self innovation and development, once again usher in new peak of Motto magazine development.