本文選題：新媒體　切入點：雜志　出處：《蘭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：新媒體時代,媒體作為信息傳播和輿論導(dǎo)向的平臺表現(xiàn)形式更加豐富和多樣。從報紙、雜志、廣播、電視、戶外媒體到網(wǎng)絡(luò)門戶網(wǎng)站、社交媒體平臺等,傳統(tǒng)媒體受到來自互聯(lián)網(wǎng)的沖擊。雜志盡管作為傳統(tǒng)媒體形式存在,但豐富的社會資源平臺和多樣化的展現(xiàn)形式,在國內(nèi)傳媒市場中依然表現(xiàn)強勁的生命力。 盡管中國奢侈品市場的迅速發(fā)展帶動了大量時尚雜志的興起,廣告市場也不斷增長。但是,于此同時,我們看到時尚雜志市場已經(jīng)逐漸進入發(fā)展成熟階段,市場進入高飽和度狀態(tài)。雜志需要更加精細的市場劃分。其中時尚生活類雜志作為時尚雜志的分類之一,又是一類新的雜志分類。這類型雜志隨著中國城市化進程的不斷擴大,中產(chǎn)、白領(lǐng)階層的群體成熟而逐漸在市場上占有一席之地。 本文通過時尚生活類雜志——《優(yōu)悅生活(U Life)》為研究對象,結(jié)合時尚雜志發(fā)展的相關(guān)理論與實踐,歸納分析雜志營銷市場現(xiàn)況,解釋了時尚生活類雜志的市場定位和營銷特點。在此基礎(chǔ)上,本文深入分析《優(yōu)悅生活》雜志在國內(nèi)及華南地區(qū)的競爭現(xiàn)況,通過SW0T分析,全面剖析雜志目前的優(yōu)劣勢及不足,針對復(fù)雜的媒體市場競爭情況和雜志自身條件,通過對廣告經(jīng)營、發(fā)行市場、多媒體市場發(fā)展及多種經(jīng)營模式并存等方面的營銷策略、整合營銷方式進行全面的闡述。
[Abstract]:In the era of new media, the media, as a platform for information dissemination and public opinion orientation, has become richer and more diverse, ranging from newspapers, magazines, radio, television, outdoor media to web portals, social media platforms, etc. The traditional media is impacted by the Internet. Although the magazine exists as the traditional media form, it still has strong vitality in the domestic media market because of its rich social resource platform and diversified display forms. Although the rapid development of the luxury goods market in China has led to the rise of a large number of fashion magazines and the growing advertising market, at the same time, we have seen that the fashion magazine market has gradually entered the stage of development and maturity. The market has entered a state of high saturation. Magazines need more sophisticated market division. As one of the categories of fashion magazines, the magazine of fashion life is also a new category of magazines. This type of magazine is expanding with the process of urbanization in China. Middle-class, white-collar class groups mature and gradually occupy a place in the market. Based on the research object of fashion life magazine "U life", and combining with the theory and practice of fashion magazine's development, this paper sums up and analyzes the current marketing situation of fashion magazine. This paper explains the market orientation and marketing characteristics of fashion lifestyle magazine. On this basis, this paper deeply analyzes the competitive situation of "Youyue Life" magazine in China and South China, and through SW0T analysis, comprehensively analyzes the advantages and disadvantages of the magazine at present. In view of the complex competition situation of media market and magazine's own conditions, this paper comprehensively expounds the marketing strategies of advertising management, distribution market, multimedia market development and the coexistence of diversified business models, etc.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G237-F;F724

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本文編號：1628148