本文選題：《讀者》雜志 + 子刊營銷�。� 參考：《河北大學(xué)》2012年碩士論文

【摘要】：《讀者》創(chuàng)辦于1981年，是甘肅人民出版社主辦的一份綜合類文摘雜志。兼創(chuàng)辦多種子刊和增刊，除中國大陸外發(fā)行至臺灣地區(qū)，八十多個國家和地區(qū)，成為公認(rèn)的中國期刊排名第一，亞洲排名第一，世界綜合性期刊排名第四的雜志。 《讀者》產(chǎn)生在“文革”結(jié)束后，經(jīng)歷了十年浩劫的中國人開始對國外世界充滿好奇，渴望知道世界文化為何物。當(dāng)時很少有介紹國外文化的中國雜志，《讀者文摘》就是為了傳播和介紹西方文化。后來，憑借“平民化”的辦刊風(fēng)格，“真，善，美”的選題方式贏得了讀者的信任和喜歡，雜志形成了自己的品牌，成為甘肅的形象。在期刊市場激烈的競爭下，于1999年雜志社決定發(fā)行子刊，2000年元月發(fā)行了《讀者·鄉(xiāng)村版》、《讀者》半月刊、《讀者欣賞》、《讀者原創(chuàng)版》，逐步開拓了《讀者》擴(kuò)張的道路。 2011年《讀者》雜志創(chuàng)刊三十周年，不斷調(diào)整其市場營銷策略，結(jié)合社會、讀者市場、期刊市場等因素，從主刊內(nèi)容營銷、子刊刊群營銷、臺灣地區(qū)及海外市場都提出相應(yīng)的營銷策略。主刊內(nèi)容營銷上改革了欄目和內(nèi)容，開始關(guān)注國內(nèi)民生和社會焦點問題，提提出了人性主題、文化主題、民生和環(huán)保主題，弘揚(yáng)社會正氣，提倡健康的生活方式。第二，隨著小眾化讀者群的出現(xiàn)，時尚類、周刊類雜志的崛起，對文摘類雜志的生存和發(fā)展提出了挑戰(zhàn)，雜志擴(kuò)大了子刊的發(fā)行工作，形成了以主刊《讀者》為主的子刊刊群。雜志社為特殊人群設(shè)計了《讀者》維文版、《讀者》盲文版，針對小眾化讀者群發(fā)行了《高中作文增刊》、《老年博覽》等。另一方面，網(wǎng)絡(luò)媒體，手機(jī)媒體等新興電子媒體對傳統(tǒng)媒體造成了很大的沖擊，，導(dǎo)致美國《讀者文摘》破產(chǎn)�！蹲x者》以《讀者文摘》為鑒，官方網(wǎng)站應(yīng)運(yùn)而生，會員可以在官方網(wǎng)站上了解雜志社和雜志社發(fā)行的新聞動態(tài)，下載電子書、訂閱，購買最新雜志等，《讀者》官方網(wǎng)站成為了宣傳雜志和與讀者互動溝通的平臺。 期刊全球化和本身品牌成熟化的推動下，2011年《讀者》繁體字版開始走向臺灣地區(qū)，使得雜志成為溝通兩岸文化交流的平臺。雜志不滿足國內(nèi)市場，走出國門，走向世界。成功的在北美地區(qū)發(fā)行繁體字版，既為中國雜志提升了民族品牌形象，也為《讀者》向北美、東南亞、歐洲、澳洲等八十多個國家和地區(qū)發(fā)行創(chuàng)造了有利條件。
[Abstract]:"Reader", founded in 1981, is a comprehensive Digest magazine sponsored by the Gansu people's publishing house. It also founded a variety of sub periodicals and supplements. In addition to China's mainland issued to Taiwan, more than 80 countries and regions have become the first recognized Chinese periodicals, the first in Asia and fourth in the world's comprehensive periodicals.
< reader >, after the end of the cultural revolution, Chinese people who had experienced ten years of catastrophe began to be curious about the foreign world and want to know what the world culture is. There were few Chinese magazines to introduce foreign culture. In the fierce competition of the journal market, the magazine decided to issue the publication of the magazine in 1999. In 2000, the magazine issued the publication of the magazine, the reader, the country edition, the reader, the reader, the reader, and the reader's original edition, in 1999, and gradually opened up the reader. The road of Zhang.
In 2011, "reader magazine" magazine created 30th anniversary, constantly adjusting its marketing strategy, combining social, reader market, periodical market and other factors, from the main issue of content marketing, sub publication group marketing, Taiwan region and overseas markets to put forward corresponding marketing strategies. The main issue of content marketing reform of the column and content, began to pay attention to the domestic people's livelihood and society. Focus on the issue, put forward the theme of human nature, cultural theme, people's livelihood and environmental protection theme, carry forward the social positive and promote healthy lifestyle. Second, with the emergence of a small group of readers, fashion and weekly magazines, it challenges the survival and development of abstract magazines, and the magazine has expanded the issue of the sub issue. On the other hand, new electronic media such as Internet media, mobile media and other emerging electronic media have caused great impact on the media. Abstract > bankruptcy. < reader > with the reader's digest as a lesson, the official website came into being. Members can understand the news trends issued by magazines and magazines on the official website, download e-books, subscribe, buy the latest magazines and so on. The reader > official website has become a platform for publicizing magazines and interacting with readers.
Driven by the globalization of periodicals and the maturity of its own brand, the edition of the reader > traditional version began to move towards the Taiwan area in 2011, making the magazine a platform for communication between the two sides of the Taiwan Straits. The magazine does not meet the domestic market, goes out of the country, and goes to the world. It also created favorable conditions for readers to issue to more than 80 countries and regions such as North America, Southeast Asia, Europe, Australia and so on.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G235

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