本文選題：財經(jīng)期刊 + 發(fā)展��； 參考：《中南民族大學(xué)》2015年碩士論文

【摘要】：從20世紀(jì)前期開始,美國著名的財經(jīng)雜志品牌陸續(xù)誕生,而其中最為耀眼的莫過于《財富》、《福布斯》、《商業(yè)周刊》這三家,到現(xiàn)在經(jīng)歷了將近一個世紀(jì),仍然在美國乃至全世界傳達(dá)著商業(yè)社會的龐大信息,讓全世界的讀者們閱讀到迅速實用且各具風(fēng)格的文字。迄今為止,我國的財經(jīng)類期刊隨著社會的變遷而不斷發(fā)展,雖然無法與美國等發(fā)達(dá)國家發(fā)展成熟的財經(jīng)類期刊相媲美,但是卻也形成了符合我國當(dāng)下基本國情的發(fā)展軌跡。我國財經(jīng)期刊的蓬勃發(fā)展與我國的社會經(jīng)濟(jì)發(fā)展密切相關(guān),相對于美國財經(jīng)期刊成熟的發(fā)展模式來說,還存在許多可以借鑒與進(jìn)步的空間。本文共分為七個部分。第一部分為緒論;第二部分為研究對象相關(guān)理論。該部分主要對品牌營銷的相關(guān)理論作了回顧,以及對本文研究對象《福布斯》、《商業(yè)周刊》與《財富》這三大財經(jīng)期刊的創(chuàng)刊與經(jīng)營歷程進(jìn)行了簡要敘述;第三部分為品牌營銷的實質(zhì)是“心理需求”。這一部分主要對《福布斯》、《商業(yè)周刊》與《財富》這三大財經(jīng)期刊是如何抓住受眾心理來營銷進(jìn)行了分析;第四部分為美國三大期刊的品牌營銷手段與載體;第五部分為品牌全球化策略。該部分主要對《福布斯》、《商業(yè)周刊》與《財富》這三大財經(jīng)期刊在全球范圍內(nèi)的品牌擴(kuò)張進(jìn)行了分析;第六部分為美國三大財經(jīng)期刊在本土國與在中國的營銷狀況之比較。根據(jù)兩國的歷史,政治經(jīng)濟(jì)情況,文化風(fēng)俗的差異,分別分析三大期刊的美國版與中文版編排內(nèi)容的不同、美國三大財經(jīng)期刊與中國財經(jīng)雜志發(fā)行榜單比較、以及美國財經(jīng)雜志與中國《第一財經(jīng)周刊》的發(fā)行量比較,來分析在不同國別的營銷狀況;第七部分為美國財經(jīng)期刊的品牌營銷對我國財經(jīng)期刊的發(fā)展啟示。該部分在綜合美國財經(jīng)期刊品牌營銷實踐的基礎(chǔ)上,為完善與優(yōu)化我國財經(jīng)期刊發(fā)展提供了相應(yīng)啟示。在媒介融合趨勢不斷加強(qiáng)與新媒體日益沖擊的大背景下,筆者通過深入分析與探討美國三大財經(jīng)期刊的品牌營銷實踐與經(jīng)驗,對比中國《第一財經(jīng)周刊》的品牌營銷的現(xiàn)狀,提出了一些建議與意見,以求進(jìn)一步探索我國財經(jīng)雜志應(yīng)該如何在順應(yīng)當(dāng)前傳媒發(fā)展趨勢的環(huán)境下更好地生存和發(fā)展,擴(kuò)大自身的影響力,在歷史的長河中散發(fā)出燦爛的光輝。
[Abstract]:Since the early 20th century, the famous American financial magazine brands have been born one after another, and the most dazzling of them are the "Fortune", "Forbes" and "Business Weekly", which have now gone through nearly a century. There is still a huge message from the business community in the United States and around the world, allowing readers around the world to read fast, practical and stylistic text. Up to now, the financial and economic periodicals of our country have been developing with the change of the society. Although they can not match the developed countries such as the United States, they have formed the development track which is in line with the basic national conditions of our country. The vigorous development of Chinese financial journals is closely related to the social and economic development of our country. Compared with the mature development model of American financial journals, there is still much room for reference and progress. This paper is divided into seven parts. The first part is the introduction; the second part is the related theory of the object of study. This part mainly reviews the related theories of brand marketing, and briefly describes the founding and business history of the three major financial journals: Forbes, Business Weekly and Fortune. The third part is the essence of brand marketing is psychological demand. This part mainly analyzes how the three major financial journals, Forbes, Business Weekly and Fortune, grasp the psychology of the audience to market, the fourth part is the brand marketing means and carrier of the three major American periodicals. The fifth part is the strategy of brand globalization. This part mainly analyzes the global brand expansion of the three major financial journals, Forbes, Business Weekly and Fortune, and the sixth part compares the marketing situation of the three major American financial journals in their native countries and in China. According to the differences in the history, political and economic situation, cultural and customs of the two countries, the differences between the American edition and the Chinese edition of the three major periodicals are analyzed respectively. The three major US financial journals are compared with the list published by the China Finance and Economics Magazine. By comparing the circulation of American Financial Journal with China's first Financial Weekly, this paper analyzes the marketing situation in different countries. The seventh part is about the enlightenment of brand marketing of American financial journals to the development of Chinese financial journals. On the basis of synthesizing the brand marketing practice of American financial journals, this part provides corresponding enlightenment for perfecting and optimizing the development of Chinese financial journals. Against the background of the increasing trend of media convergence and the increasing impact of new media, the author compares the current situation of brand marketing of China's first Financial Weekly by deeply analyzing and discussing the brand marketing practice and experience of the three major financial journals in the United States. This paper puts forward some suggestions and suggestions in order to further explore how Chinese financial magazines should survive and develop better in accordance with the current trend of media development, expand their own influence, and exude brilliant glory in the long river of history.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G239.712-F
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本文編號：1820153