本文關(guān)鍵詞： iPad雜志 時(shí)尚雜志 營(yíng)銷戰(zhàn)略 4P+研究框架　出處：《中國(guó)海洋大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：蘋果公司推出的iPad平板電腦為數(shù)字出版提供了全新的閱讀體驗(yàn)，，也對(duì)傳統(tǒng)的雜志出版行業(yè)，尤其是市場(chǎng)份額最大的時(shí)尚類雜志，提出了新的挑戰(zhàn)。如何迎接數(shù)字化閱讀時(shí)代的到來，平衡傳統(tǒng)的平面雜志出版和新興的數(shù)字雜志出版的關(guān)系以實(shí)現(xiàn)出版企業(yè)的利益最大化，已經(jīng)成為全行業(yè)都函待解決的共同難題。本文從時(shí)尚類iPad雜志營(yíng)銷戰(zhàn)略的角度切入，在傳統(tǒng)的市場(chǎng)營(yíng)銷4P理論的基礎(chǔ)上，結(jié)合時(shí)尚類iPad雜志的特點(diǎn)，提出了4P+的營(yíng)銷戰(zhàn)略研究框架，即在以時(shí)尚類雜志這種輕閱讀特征較為明顯且產(chǎn)業(yè)鏈綿長(zhǎng)的iPad雜志中，營(yíng)銷戰(zhàn)略應(yīng)以傳統(tǒng)的市場(chǎng)營(yíng)銷4P要素聚合并黏住目標(biāo)受眾，以整合營(yíng)銷、電子商務(wù)和增值服務(wù)等新的商業(yè)模來式創(chuàng)造收入。
[Abstract]:Apple's iPad tablet offers a new reading experience for digital publishing, as well as the traditional magazine publishing industry, especially fashion magazines with the largest market share. This paper presents a new challenge, how to meet the arrival of the digital reading era, and how to balance the relationship between the traditional print magazine publishing and the emerging digital magazine publication in order to maximize the interests of the publishing enterprises. From the perspective of fashion iPad magazine marketing strategy, based on the traditional marketing 4p theory. Combined with the characteristics of fashion iPad magazine, this paper puts forward the research framework of 4P marketing strategy, that is, in the fashion magazine, which is characterized by light reading and the industry chain is long. The marketing strategy should aggregate and stick to the target audience with the traditional marketing 4p elements to create revenue by integrating new business models such as marketing, e-commerce and value-added services.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王欣然;時(shí)尚期刊數(shù)字化發(fā)展之路探析[D];暨南大學(xué);2013年

本文編號(hào)：1456682