本文選題：數(shù)字雜志 + 品牌化趨勢(shì)��； 參考：《南昌大學(xué)》2008年碩士論文

【摘要】： 計(jì)算機(jī)技術(shù)的飛速發(fā)展,互聯(lián)網(wǎng)的進(jìn)一步普及,催生了以網(wǎng)絡(luò)為母體的數(shù)字新媒介,數(shù)字雜志便是其中之一。作為新興媒體形式,它以新穎的閱讀體驗(yàn)方式和數(shù)字化互動(dòng)特性很快進(jìn)入公眾視野。作為數(shù)字出版領(lǐng)域重要組成部分之一,數(shù)字雜志從2005年短暫“盛世”之后調(diào)整進(jìn)入到第三代全盤(pán)整合階段。期間所經(jīng)歷的曲折路程引發(fā)了不少行業(yè)人士和專(zhuān)家學(xué)者的討論研究。數(shù)字雜志如何才能穩(wěn)步發(fā)展,這是擺在所有行業(yè)人士和研究數(shù)字雜志發(fā)展的專(zhuān)家學(xué)者面前一個(gè)值得深思的問(wèn)題。 通過(guò)總結(jié)和分析數(shù)字雜志的研究現(xiàn)狀發(fā)現(xiàn),數(shù)字雜志品牌構(gòu)建策略方面的研究迄今還是一個(gè)相對(duì)空白的領(lǐng)域。筆者借鑒品牌價(jià)值五星模型,在數(shù)字雜志整合發(fā)展階段,提出了通過(guò)構(gòu)建品牌四維度來(lái)促進(jìn)數(shù)字雜志品牌化發(fā)展的觀點(diǎn)。綜合分析了第三代數(shù)字雜志發(fā)展現(xiàn)狀和發(fā)展瓶頸,同時(shí)以經(jīng)典的SWOT行業(yè)分析方法為佐證,進(jìn)一步證明了品牌發(fā)展的重要性和迫切性,并以此論證數(shù)字雜志品牌構(gòu)建策略和行業(yè)發(fā)展有機(jī)結(jié)合之間存在的可行性。文章根據(jù)品牌四維度的遞進(jìn)特征,重點(diǎn)對(duì)品牌知名度、認(rèn)知度、美譽(yù)度和忠誠(chéng)度在構(gòu)建中使用的策略進(jìn)行深度分析;結(jié)合案例分析有效構(gòu)建策略的同時(shí),提出每一個(gè)維度在構(gòu)建策略中使用的側(cè)重點(diǎn)和技巧。在分析成功案例品牌構(gòu)建策略的基礎(chǔ)上,進(jìn)一步補(bǔ)充提出了符合數(shù)字雜志發(fā)展現(xiàn)狀的品牌構(gòu)建策略,突出了策略的有效性和可行性。圍繞品牌四維度對(duì)數(shù)字雜志進(jìn)行品牌建設(shè)是本文的一個(gè)新意,始終強(qiáng)調(diào)品牌數(shù)字雜志的發(fā)展,使之成為支持行業(yè)良性化發(fā)展的核心力量。
[Abstract]:With the rapid development of computer technology and the popularization of Internet, digital magazines are one of them. As a new form of media, it comes into public view with novel reading experience and digital interaction. As one of the important parts of digital publishing field, digital magazine has been adjusted to the third generation integration stage since the short boom in 2005. The tortuous journey experienced during this period led to the discussion and study of many industry figures and experts and scholars. How to develop digital magazines steadily is a question worth pondering in front of all professionals and experts and scholars who study the development of digital magazines. By summarizing and analyzing the current research situation of digital magazine, it is found that the research on brand construction strategy of digital magazine is still a relatively blank field. The author draws lessons from the five-star model of brand value and puts forward the viewpoint of promoting the brand development of digital magazines by constructing brand four dimensions in the stage of digital magazine integration and development. This paper comprehensively analyzes the status quo and bottleneck of the development of the third-generation digital magazine, and proves the importance and urgency of the brand development by taking the classical SWOT industry analysis method as the evidence. This paper demonstrates the feasibility of the combination of digital magazine brand construction strategy and industry development. According to the progressive characteristics of the brand's four dimensions, this paper focuses on the in-depth analysis of the strategies used in the construction of brand awareness, recognition, reputation and loyalty, as well as the effective construction of the strategy in combination with the case study. The key points and techniques used by each dimension in the construction strategy are presented. On the basis of analyzing the successful brand construction strategy, the author puts forward the brand construction strategy which accords with the current situation of the development of digital magazine, and highlights the effectiveness and feasibility of the strategy. It is a new idea to build the brand of digital magazine around the four dimensions of brand. It always emphasizes the development of brand digital magazine and makes it the core force to support the benign development of the industry.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：G237.6-F;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 許晴晴;數(shù)字媒體技術(shù)專(zhuān)業(yè)核心課程設(shè)置初探[D];南京郵電大學(xué);2011年

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本文編號(hào)：2089737