本文選題：《故事會(huì)》　切入點(diǎn)：品牌　出處：《安徽大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著市場經(jīng)濟(jì)的發(fā)展,我國傳媒業(yè)市場化的步伐也越來越快,但是伴隨著數(shù)字技術(shù)的發(fā)展,網(wǎng)絡(luò)、手機(jī)等新媒體技術(shù)的應(yīng)用使得紙質(zhì)媒介的部分讀者被分流,再加上其他各種原因,一部分文學(xué)類期刊雜志出現(xiàn)了諸多問題,發(fā)展步履維艱,有些老牌文學(xué)刊物甚至走到了盡頭。自從品牌概念從其他類型的企業(yè)引進(jìn)之后,被當(dāng)成了救治、發(fā)展期刊的靈丹妙藥,期刊之爭越來越指向品牌之爭,以至于有人說,做期刊就是做品牌。 作為通俗文學(xué)讀物的《故事會(huì)》創(chuàng)辦已有四十多年,令人尷尬的是,直到今天,正統(tǒng)的、純文學(xué)類的刊物將《故事會(huì)》視為通俗讀物,純粹的通俗刊物卻又將其排斥在外,然而,處在這么一個(gè)尷尬境地的《故事會(huì)》卻在夾縫中走出了一條自己的道路,其發(fā)行量一直名列同類期刊之首。這四十多年中,中國經(jīng)歷了諸多變化,發(fā)生了天翻地覆的改變,但是這么一本小小的三十二開的刊物其發(fā)行量卻始終居于領(lǐng)先地位、并且保持良好的形象出現(xiàn)在讀者面前。 作為一本通俗文學(xué)期刊,《故事會(huì)》如同《讀者》、《知音》等雜志一樣已經(jīng)發(fā)展成為一個(gè)知名品牌,它在品牌的打造和管理上無疑是比較成功的。但是從筆者目前手頭搜集到的與《故事會(huì)》的相關(guān)研究資料來看,這些資料大多都是從編輯的角度出發(fā),對(duì)《故事會(huì)》的成功經(jīng)驗(yàn)進(jìn)行解讀,很少有人從品牌這個(gè)角度對(duì)這本雜志進(jìn)行系統(tǒng)的研究。不可否認(rèn)的是,作為一本具有悠久歷史、良好發(fā)行成績及口碑的通俗文學(xué)類讀物的《故事會(huì)》,它的成功離不開品牌策略的運(yùn)用。因此,筆者認(rèn)為從品牌這個(gè)角度研究《故事會(huì)》,是對(duì)《故事會(huì)》以往研究的一種完善和補(bǔ)充。筆者擬從分析《故事會(huì)》的發(fā)展過程入手,探討其品牌發(fā)展之路,希望為其他期刊帶來一定的啟示及借鑒意義。 本論文包括五個(gè)部分。第一章為緒論,第二章首先對(duì)《故事會(huì)》的發(fā)展情況做了詳細(xì)介紹,第三章探討其品牌的建設(shè),從其定位、欄目、形式、理論、人才發(fā)行等六個(gè)方面對(duì)其品牌的建設(shè)進(jìn)行了全面解讀,第四章是《故事會(huì)》的品牌維護(hù)與延伸策略,在品牌的維護(hù)上,主要是從加強(qiáng)編輯人員業(yè)務(wù)修養(yǎng)、建立嚴(yán)格的審稿制度、注冊(cè)商標(biāo)、打擊盜版等幾個(gè)方面著手進(jìn)行；一個(gè)品牌在成長到一定階段后,必然要進(jìn)行品牌延伸,以便不斷進(jìn)取,創(chuàng)造更大的經(jīng)濟(jì)效益。《故事會(huì)》采取書刊互動(dòng)、跨媒體經(jīng)營、打造期刊群等方式來進(jìn)行自身品牌的延伸。第五章是《故事會(huì)》的品牌成功啟示及前景展望,主要是對(duì)雜志發(fā)展中存在的問題及其前景進(jìn)行展望,并嘗試對(duì)其存在的問題提出應(yīng)對(duì)的思路。 鑒于筆者的認(rèn)識(shí)很淺,研究也不夠深入,所以行文之處有所疏漏,還望各位老師不吝給予指教。
[Abstract]:With the development of market economy, the pace of media marketization in our country is getting faster and faster, but with the development of digital technology, the application of new media technology, such as network, mobile phone, etc., some readers of paper media have been diverted. In addition, for various other reasons, some literary periodicals have had many problems, and their development has been very difficult. Some of the old literary journals have even come to an end. Since the introduction of the brand concept from other types of enterprises, it has been treated as a cure. To develop periodicals is a panacea, and the controversy of periodicals is more and more about brand, so that some people say that to do periodicals is to make brands. The story story, as a popular literature book, has been established for more than 40 years. To this day, the orthodox and pure literary publications regard the story as a popular book, while pure popular publications exclude it. However, in such an awkward situation, the story board has made its own way in the gap, and its circulation has been ranked first among its peers. In the past 40 years or so, China has experienced many changes. It has changed dramatically, but the circulation of such a small 32-opened publication has always been in the lead and has a good image in front of the reader. As a popular literary journal, "story story" has developed into a well-known brand like "readers", "intimate" and other magazines. It is undoubtedly more successful in brand building and management. However, from the relevant research data collected by the author and the story story, most of these materials are from the angle of editing. Few people have systematically studied the magazine from the perspective of the brand, and it is undeniable that as a book with a long history, The success of the popular literature reading material with good distribution results and word-of-mouth can not be achieved without the use of brand strategy. The author thinks that the study of "story board" from the angle of brand is a kind of perfection and supplement to the previous study of "story board". The author intends to analyze the development process of "story board" and discuss the way of its brand development. Hope to bring some enlightenment and reference significance for other periodicals. This paper includes five parts. The first chapter is the introduction, the second chapter introduces the development of the story board in detail, the third chapter discusses its brand construction, from its positioning, column, form, theory, This paper comprehensively interprets the construction of its brand from six aspects, such as talent distribution. Chapter 4th is the brand maintenance and extension strategy of the story board. In the maintenance of the brand, it mainly focuses on strengthening the professional accomplishment of the editors and establishing a strict system of reviewing manuscripts. After a brand has grown to a certain stage, it is necessary to carry out brand extension in order to continuously forge ahead and create greater economic benefits. The "story board" takes the interaction of books and periodicals and operates across the media. Chapter 5th is the inspiration and prospect of the success of the brand, mainly the problems and prospects in the development of the magazine. And try to put forward the solution to its existing problems. In view of the author's understanding is very shallow, the research is not deep enough, so there are some omissions in the text, I hope that the teachers give advice.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G237.5

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