全媒體視角下S雜志廣告策略研究
發(fā)布時(shí)間：2018-09-04 18:54
【摘要】：隨著網(wǎng)絡(luò)媒體對(duì)受眾吸引力的不斷加強(qiáng)，傳統(tǒng)媒體在競(jìng)爭(zhēng)中漸趨吃力。與此同時(shí)，“全媒體”在信息傳播中嶄露頭角。廣告銷售作為傳統(tǒng)媒體的主要盈利點(diǎn)，面對(duì)企業(yè)的戰(zhàn)略轉(zhuǎn)型，如何在新環(huán)境中探尋出適合全媒體時(shí)代廣告業(yè)務(wù)發(fā)展的對(duì)策，是傳統(tǒng)媒體轉(zhuǎn)型過程中面臨的重要問題。 論文以S雜志這一中國最早、最大的時(shí)尚雜志集團(tuán)也是較早進(jìn)行全媒體戰(zhàn)略轉(zhuǎn)型的企業(yè)為研究對(duì)象展開研究。在查閱了大量的傳統(tǒng)媒體、新媒體、市場(chǎng)營銷、廣告學(xué)相關(guān)文獻(xiàn)的基礎(chǔ)上，借鑒前人關(guān)于廣告策略理論和企業(yè)競(jìng)爭(zhēng)力理論的研究成果，以此作為對(duì)全媒體時(shí)代S雜志廣告策略研究的基礎(chǔ)。在對(duì)S雜志及其全媒體戰(zhàn)略布局、產(chǎn)業(yè)鏈布局等情況介紹的基礎(chǔ)上，利用一手的S雜志傳統(tǒng)廣告銷售數(shù)據(jù)統(tǒng)計(jì)資料，對(duì)S雜志及其強(qiáng)勁競(jìng)爭(zhēng)對(duì)手康泰納仕集團(tuán)和赫斯特集團(tuán)廣告銷售業(yè)績(jī)進(jìn)行對(duì)比分析，從而明確S雜志在目前全媒體視角下廣告業(yè)務(wù)發(fā)展所面臨的來自企業(yè)內(nèi)部和外部的挑戰(zhàn)。 論文進(jìn)而對(duì)S雜志廣告業(yè)務(wù)競(jìng)爭(zhēng)環(huán)境進(jìn)行分析。分別以廣告主和目標(biāo)受眾為立足點(diǎn)，分析不同媒體時(shí)代企業(yè)核心競(jìng)爭(zhēng)力的變化；利用PEST分析法對(duì)S雜志目前所處的政治、經(jīng)濟(jì)、社會(huì)、技術(shù)等環(huán)境進(jìn)行充分的調(diào)查，分析宏觀環(huán)境對(duì)S雜志廣告業(yè)務(wù)發(fā)展的影響。之后通過對(duì)S雜志進(jìn)行SWOT分析，，提出S雜志廣告業(yè)務(wù)今后發(fā)展的基本方針。最后，對(duì)全媒體時(shí)代S雜志廣告業(yè)務(wù)發(fā)展策略進(jìn)行優(yōu)化，包括明確S雜志廣告業(yè)務(wù)定位,提出廣告銷售平臺(tái)進(jìn)行的構(gòu)建、多樣化的廣告形式以及今后廣告業(yè)務(wù)盈利增長點(diǎn)的深度挖掘等具體策略建議。 希望本文的研究能夠?qū)θ襟w時(shí)代S雜志廣告業(yè)務(wù)未來的良性發(fā)展提供幫助。同時(shí)S雜志作為時(shí)尚界和傳媒界結(jié)合體的領(lǐng)軍人，其成功經(jīng)驗(yàn)對(duì)業(yè)界的其他企業(yè)有至關(guān)重要的借鑒意義。
[Abstract]:With the increasing attraction of the network media to the audience, the traditional media is becoming more and more difficult in the competition. At the same time, "all media" in the dissemination of information emerged. Advertising sales as the main profit point of traditional media, facing the strategic transformation of enterprises, how to find out the countermeasures suitable for the development of advertising business in the new environment is an important problem in the process of traditional media transformation. This paper takes S magazine, the earliest and largest fashion magazine group in China, as the research object. On the basis of consulting a large number of traditional media, new media, marketing, advertising related literature, draw lessons from previous research on advertising strategy theory and enterprise competitiveness theory, This is the basis of the study on the advertising strategy of S magazine in the all media era. On the basis of introducing the strategic layout of S magazine and its all media, the layout of industrial chain, and so on, using the original statistics of traditional advertising sales data of S magazine, This paper makes a comparative analysis of the advertising sales results of S magazine and its strong competitors Kang Tai Nast Group and Hurst Group in order to identify the internal and external challenges that S Magazine faces in the development of advertising business from the perspective of the whole media. Then the paper analyzes the competitive environment of S magazine advertising business. Taking advertisers and target audiences as the foothold, this paper analyzes the changes of the core competitiveness of enterprises in different media times, and makes a full investigation of the current political, economic, social and technological environments of S magazine by using PEST analysis. This paper analyzes the impact of macro environment on the development of S magazine advertising business. Then through the SWOT analysis of S magazine, the paper puts forward the basic policy of S magazine advertising business in the future. Finally, it optimizes the development strategy of S magazine advertising business in the whole media era, including defining the position of S magazine advertising business, putting forward the construction of advertising sales platform, Diversification of advertising forms and future advertising business profit growth point of depth mining and other specific strategies. I hope this study can help the future development of S magazine advertising business in the media era. At the same time, S magazine, as the leading soldier of fashion and media, its successful experience is of vital significance to other enterprises in the industry.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.8
本文編號(hào)：2223051
[Abstract]:With the increasing attraction of the network media to the audience, the traditional media is becoming more and more difficult in the competition. At the same time, "all media" in the dissemination of information emerged. Advertising sales as the main profit point of traditional media, facing the strategic transformation of enterprises, how to find out the countermeasures suitable for the development of advertising business in the new environment is an important problem in the process of traditional media transformation. This paper takes S magazine, the earliest and largest fashion magazine group in China, as the research object. On the basis of consulting a large number of traditional media, new media, marketing, advertising related literature, draw lessons from previous research on advertising strategy theory and enterprise competitiveness theory, This is the basis of the study on the advertising strategy of S magazine in the all media era. On the basis of introducing the strategic layout of S magazine and its all media, the layout of industrial chain, and so on, using the original statistics of traditional advertising sales data of S magazine, This paper makes a comparative analysis of the advertising sales results of S magazine and its strong competitors Kang Tai Nast Group and Hurst Group in order to identify the internal and external challenges that S Magazine faces in the development of advertising business from the perspective of the whole media. Then the paper analyzes the competitive environment of S magazine advertising business. Taking advertisers and target audiences as the foothold, this paper analyzes the changes of the core competitiveness of enterprises in different media times, and makes a full investigation of the current political, economic, social and technological environments of S magazine by using PEST analysis. This paper analyzes the impact of macro environment on the development of S magazine advertising business. Then through the SWOT analysis of S magazine, the paper puts forward the basic policy of S magazine advertising business in the future. Finally, it optimizes the development strategy of S magazine advertising business in the whole media era, including defining the position of S magazine advertising business, putting forward the construction of advertising sales platform, Diversification of advertising forms and future advertising business profit growth point of depth mining and other specific strategies. I hope this study can help the future development of S magazine advertising business in the media era. At the same time, S magazine, as the leading soldier of fashion and media, its successful experience is of vital significance to other enterprises in the industry.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前3條
1 彭蘭;;媒介融合方向下的四個(gè)關(guān)鍵變革[J];青年記者;2009年06期
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3 羅鑫;;什么是“全媒體”[J];中國記者;2010年03期
本文編號(hào)：2223051
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