Analysis of the Market strategy of Enterprises Based on Fan Economy in China

Taking Fashion Magazines as Example

DOI

10.2991/assehr.k.211209.297How to use a DOI?

Keywords

Fan economy; Fan culture; Market strategy; Fashion magazines; Consumer psychology

Abstract

The sales revenue of fashion magazines are growing rapidly even though the market of traditional paper media is declining in the digital age. Research finds out that fashion magazines transformed and reformed its company under the background of media convergence through market strategies based on fan economy. This paper aims to explore the effectiveness of this new business strategy along with the customer motivation behind it. In the process of writing, this paper mainly adopts the research method of issuing questionnaires in addition to personal interviews. The author also read papers on other related topics, expand and summarize some of the ideas based on my own views. Through the research, the author found that the fan economy can be used as an effective marketing strategy in the fashion magazine industry because of three factors: fan groups have become major readers of fashion magazines, introduction of celebrity cover magazines meet fans’ psychological needs and complete after-sales services. However, under the high profit that fan economy brings, what is hidden is the danger of the damaging brand value of fashion magazines and the appearance of more low-quality industry competitors.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Shi Manyi
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of the Market strategy of Enterprises Based on Fan Economy in China
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1833
EP  - 1836
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.297
DO  - 10.2991/assehr.k.211209.297
ID  - Manyi2021
ER  -