A Brand Marketing Research Of U.S. Three Finance Journals

Starting from the early 20 th century, the famous American financial magazine brand was born in succession, and one of the most dazzling is Fortune, Forbes, Businessweek, the three experience for almost a century, now still in the United States and the world convey the huge information of commercial society, let the world of readers read quickly practical and characters of different styles.So far, our country’s finance journal with changes of the social development, although can’t compare to the United States and other developed countries to developed business journal, but also formed the trajectory of the basic national conditions in our country. The vigorous development of finance and economics journals in China is closely related to the social and economic development of our country, its relative to the journal of the American finance of mature development mode of the, there are many direct reference and room for improvement. Based on this, the author selected the “ A Brand Marketing Research of U.S. Three Finance Journals ” through the research of this topic in Forbes through in-depth analysis and discussion, Businessweek and Fortune of the three major financial journals brand marketing practice and experience, to improve and optimize the brand operation of our country’s financial periodicals provide inspiration and guidance.This article is divided into seven parts. The first part is introduction; The second part related theory as the research object. This part is mainly reviewed, the related theory of brand marketing, as well as the research object for this article Forbes, Businessweek and Fortune the three founding and development process of finance and economics journals has carried on the brief narration; The third part is the essence of brand marketing is “psychological needs”. This part mainly for Forbes, Businessweek and Fortune, the three major financial journals is how to seize the audience’s psychology to marketing is analyzed; The fourth part is the journal of the American three big brand marketing and carrier; The fifth part is the brand strategy of globalization. This part is mainly on Forbes, Businessweek and Fortune of the three financial journals worldwide brand expansion are analyzed; The sixth is divided into three major U.S. financial journals in their home countries and in China, marketing situation of comparison. According to the history of the two countries, political economy, culture and custom differences, respectively analyze the three journal of the American version and Chinese version of their content is different, the three major financial journals compared with Chinese business magazine issue list, and the United States financial magazine compared with China’s China Business Weekly circulation, to analyze the marketing situation in different country, The seventh part is the journal of the American financial brand marketing to our country the development of finance and economics journals. This part in the comprehensive journal of the American finance, on the basis of brand marketing practice, for improving and optimizing the journal of finance and economics development of our country provides enlightenment.Media integration trend when strengthening and growing impact under the background of new media, the author through in-depth analysis and discuss the three major finance journal brand marketing practice and experience, comparing China’s China Business Weekly brand marketing present situation, puts forward some Suggestions and opinions, in order to further explore how should our country financial magazine in comply with the development trend of the current media environment better survival and development, expand its influence, releasing a bright light in the long river of history.