本文選題：期刊　切入點：小眾化　出處：《山東大學》2010年碩士論文

【摘要】： 按照新聞出版總署的要求,到2011年,全國9000多種非時政類期刊必須全部完成轉(zhuǎn)企改制,這使得期刊業(yè)發(fā)展面臨著新的機遇和挑戰(zhàn)。但從我國特別是我省期刊業(yè)發(fā)展現(xiàn)狀來看,期刊運行體制、經(jīng)營機制還存在諸多問題,名刊大刊少,叫得響的期刊品牌更少,且大部分期刊經(jīng)營乏力、實力不強。發(fā)展現(xiàn)狀還不適應經(jīng)濟社會發(fā)展的要求,也不能很好地滿足群眾日益增長的文化需求。在分眾傳媒時代,順應經(jīng)濟社會發(fā)展趨勢,探尋期刊內(nèi)在發(fā)展規(guī)律,開展對打造小眾期刊品牌的研究無疑將有助于期刊在激烈的市場競爭中做大做強。 本文共分為三大部分。第一部分,首先對打造小眾期刊品牌研究的起因和意義進行了說明；接著對期刊市場細分進行了理論上的解構(gòu),并結(jié)合對品牌、品牌戰(zhàn)略等概念的闡釋,對期刊實施品牌戰(zhàn)略進行了論述。然后重點研究了在分眾化背景下,把打造小眾期刊和實施品牌戰(zhàn)略結(jié)合起來的可能性和實踐意義。第二部分,通過對我國及我省期刊發(fā)展現(xiàn)狀的解讀,分析了我國小眾期刊品牌經(jīng)營狀況以及存在的問題,并在操作層面上,對打造小眾期刊品牌進行了探討。第三部分,結(jié)合對品牌文化的解讀,闡述了品牌文化對打造期刊品牌和做好小眾期刊品牌延伸的重要意義,并結(jié)合國內(nèi)外的成功案例對小眾期刊品牌延伸方式進行了闡述。
[Abstract]:According to the requirements of the General Administration of Press and publication, by 2011, more than 9000 kinds of non-current political periodicals in China must be transformed into enterprises, which makes the development of the periodical industry face new opportunities and challenges.However, from the current situation of periodical industry development in our country, especially in our province, there are still many problems in the running system and management mechanism of periodicals, such as the number of famous periodicals, the fewer brands of famous periodicals, and the weak management and strength of most periodicals.The present situation does not meet the requirements of economic and social development, nor can it meet the increasing cultural needs of the masses.In the age of mass media, following the trend of economic and social development, exploring the internal rules of periodical development, and carrying out the research on building a niche periodical brand will undoubtedly help the periodical to become bigger and stronger in the fierce market competition.This paper is divided into three parts.In the first part, the author explains the cause and significance of the research on creating a niche periodical brand, then deconstructs the periodical market segmentation in theory, and explains the concepts of brand, brand strategy and so on.This paper discusses the implementation of brand strategy in periodicals.Then it focuses on the possibility and practical significance of combining the building of niche journals with the implementation of brand strategy under the background of diversification.The second part, through the analysis of the current situation of periodical development in our country and our province, analyzes the management situation and existing problems of the minority periodical brand in our country, and probes into how to build the brand of the minority periodical on the operational level.The third part, combined with the interpretation of brand culture, expounds the significance of brand culture in creating periodical brand and doing a good job of brand extension of niche periodicals, and expounds the mode of brand extension of minority periodicals combined with successful cases at home and abroad.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G237.5

【引證文獻】

相關(guān)期刊論文 前1條

1 向颯;;論文化大發(fā)展下期刊品牌策劃新模式的構(gòu)建[J];科技與出版;2012年08期

相關(guān)碩士學位論文 前1條

1 張揚;區(qū)域性DM雜志品牌化研究[D];湖北工業(yè)大學;2012年

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本文編號：1699637