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stionnaire 48
3. Individual Interview 49
3.1 Basic information 49
3.2 Key points of interviews 49
3.2.1 Contents 49
3.2.2 Profit model 50
3.2.3 Free access 50
3.2.4 Regulation 51
3.3 Interview conclusion 51
CHAPTER SIX DISCUSSIONS 52
1. The advantages of electronic magazine 52
1.1 Reader acceptance 52
1.2 Distribution 52
1.3 Advertising 53
1.3.1 High measurability of the advertising effect of e-magazine 53
1.3.2 Strong advertising expression of multimedia effects of e-magazine 54
1.3.3 Greater flexibility of advertising in e-magazine 55
1.4 Costing 55
2. The bottleneck for future development of electronic magazine in China 56
2.1 Lack of regulation 56
2.2 Poor contents 57
2.3 Onefold profit pattern 58
2.4 Copyright problem 58
3. The impact of electronic magazine on traditional magazine 59
CHAPTER SEVEN RESEARCH CONCLUSION 61
REFERENCING 63
BIBLIOGRAPHY 66
APPENDIX Ⅰ: Questionnaire Survey on Users of Electronic Magazine 69
APPENDIX Ⅱ The Information of Respondents to the Questionnaire 72
APPENDIX Ⅲ Answers from Different Respondents to the Questionnaire 73
Appendix Ⅳ Interview Outline 75
APPENDIX Ⅴ Participant Consent Form 76

 
LIST OF TABLES
Table 5- 1 The Age of Respondents 40
Table 5- 2 The respondents’ career and monthly income 42

LIST OF FIGURES

Figure 5-1 Increase in the number of net users in China 33
Figure 5-2 The number of Male and Female of Respondents 39
Figure 5-3 The Age of Respondents 39
Figure 5-4 The Education Background of Respondents 40
Figure 5-5 The Job of Respondents 41
Figure 5-6 The respondents’ career and monthly income 41
Figure 5-7 Frequency of E-magazine Reading 42
Figure 5-8 Reading Frequency and Reading history 43
Figure 5-9 Subscription of E-magazine of Respondents 43
Figure 5-10 Contents Preference of Respondents 44
Figure 5-11 Career and Reading Preference of Respondents 44
Figure 5-12 Reading types and Reading Habit 45
Figure 5-13 Price of Traditional Magazine That Can Be Accepted by Respondents 46
Figure 5-14 Choice of Paid E-magazine 46
Figure 5-15 Attitudes of Respondents towards Advertising of E-magazine 47

 

CAHPTER ONE LITERTURES REVIEW
1. Media Globalization
Obviously, one of the most remarkable achievements in the latest twenty years is the “shortening of the distance”. Now, people can get in touch with anyone in the local place or anywhere else at any time, and can join all kinds of cross-regional events, in which media plays an important role. This kind of “shortening of the distance” is called “globalization”. That is to say, space is no longer the key element of society, information and commercial relationship, and distance becomes relative.

In Marketing, Levitt (1983) raised the concept of globalization in a controversial research. He believed that the company should run its business in a huge global market without restraints of areas or nations. And even earlier, MacLuhan (1992, p.20) raised the famous concept of “global village”: in post-literary age, electronic media has reduced the world into a small village or tribe, and everything happens in it reaches everyone at the same time. Paul Hirst and Grahame Thompson have defined globalization as “large and growing flows of trade and capital investment between countries” (1996, p48). Scholte (2000) referred globalization as “a process of removi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。