《意林》雜志研究
發(fā)布時間：2018-10-08 08:42
【摘要】：《意林》雜志創(chuàng)刊于2003年7月,是意林傳媒集團出版的一份綜合性文摘期刊�？v觀《意林》十年的發(fā)展歷程,它以“做中國最具影響力的勵志雜志”為目標(biāo),以獨具特色的內(nèi)容,精準(zhǔn)的品牌策略占據(jù)了期刊史上的一席之地。本文力圖以《意林》雜志文本特色作為切入點,將其置于文摘期刊業(yè)整體的環(huán)境中,揭示該雜志的辦刊特色以及在此基礎(chǔ)上形成的品牌策略。 本論文運用編輯學(xué)、傳播學(xué)、管理學(xué)的相關(guān)知識,從小處著手,微觀分析《意林》雜志本身的特色,再中觀探析其品牌策略,最后,分析該雜志及其集團如今面臨的問題和應(yīng)對措施。通過這幾個方面,大家就能比較系統(tǒng)地了解《意林》。本文采用了綜合分析的方法,論文的主體包括引言、正文和結(jié)語三個部分。具體來說,本文主要分為以下方面： (1)《意林》雜志的十年發(fā)展歷程和現(xiàn)狀。包括《意林》雜志發(fā)展的初創(chuàng)期、定型期、成熟期和現(xiàn)狀。 (2)《意林》雜志的特色分析。對《意林》編排特色、內(nèi)容特色、目標(biāo)讀者特色進(jìn)行深入剖析；與《讀者》、《格言》等其他文摘類雜志進(jìn)行橫向比較。 (3)《意林》雜志的品牌策略。分析品牌文化、品牌追求、品牌開發(fā)以及品牌核心。《意林》把“青少年勵志”作為品牌核心；積極打造多元化的品牌產(chǎn)品,走多元化產(chǎn)業(yè)鏈?zhǔn)降募瘓F之路；“從文摘走向原創(chuàng)”是其品牌追求；堅守“一則故事,改變一生”的品牌文化。 (4)《意林》在品牌傳播中的主要問題和對策。意林發(fā)展到今天,也面臨著很多困難,包括廣告的缺失,風(fēng)格單一化,現(xiàn)行的發(fā)行渠道不足等。面對這些問題,意林傳媒集團也積極作出應(yīng)對與選擇,以適應(yīng)不斷變化的期刊環(huán)境,使雜志自身發(fā)展邁向新臺階。 本文研究對象為《意林》雜志,具體來說包含三個方面：《意林》雜志本身,《意林》系列雜志,以及意林傳媒集團。全文始終圍繞《意林》雜志及其在此基礎(chǔ)上發(fā)展壯大起來的意林傳媒集團為主題進(jìn)行論述(為論述方便,在以下論述中,《意林》表示《意林》雜志,意林表示意林傳媒集團)。整個文章以《意林》雜志及其傳媒集團為研究對象,希望從對它的分析中得出一點辦刊經(jīng)驗和教訓(xùn),為我國期刊業(yè)的文化建設(shè)與產(chǎn)業(yè)發(fā)展提供參考。
[Abstract]:The magazine was founded in July 2003 and is a comprehensive abstract journal published by Yilin Media Group. Throughout its ten years of development, it aims at "being the most influential inspirational magazine in China", with its unique content and accurate brand strategy occupying a place in the history of the journal. This paper tries to use the text features of the magazine as the breakthrough point, put it in the whole environment of the abstract periodical industry, and reveal the characteristics of the magazine's running and the brand strategy formed on the basis of it. This paper uses the relevant knowledge of editing, communication and management to analyze the characteristics of Yilin magazine from a small perspective, and then analyze its brand strategy from a middle perspective. Analysis of the magazine and its group now facing the problems and countermeasures. Through these several aspects, we can more systematically understand the "Italy Lin". This paper adopts the method of comprehensive analysis, the main body of the paper includes three parts: introduction, text and conclusion. Specifically, this paper is divided into the following aspects: (1) the ten years development and present situation of the magazine. It includes the initial stage of the development of Italian Forest magazine, the formative stage, the mature stage and the present situation. (2) the characteristic analysis of "Italian forest" magazine. The characteristics of layout, content and target readers are deeply analyzed, and compared with other abstract magazines such as readers, maxim and so on. (3) the brand strategy of the magazine. Analysis of brand culture, brand pursuit, brand development and brand core. "from Digest to originality" is its brand pursuit, and stick to the brand culture of "one story, change one's life". (4) the main problems and countermeasures in brand communication. Today, Yilin is faced with many difficulties, including the lack of advertising, single style, insufficient distribution channels and so on. In the face of these problems, Yilin Media Group has also made a positive response and choice in order to adapt to the constantly changing periodical environment and to make the magazine itself develop to a new level. The research object of this paper is "Italy" magazine, specifically includes three aspects: the "Italy" magazine itself, the "Italian forest" series of magazines, and the Italian media group. The full text always revolves around the "Italy" magazine and the Yilin Media Group, which has developed on this basis. (for the convenience of the discussion, in the following exposition, "Italy" means "Italy" magazine, and "Italy" means "Italy" media group). The whole article takes "Italy Lin" magazine and its media group as the research object, hoping to draw some experiences and lessons from the analysis of the magazine, and to provide reference for the cultural construction and industrial development of the periodical industry in our country.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G237.5-F
本文編號：2256136
[Abstract]:The magazine was founded in July 2003 and is a comprehensive abstract journal published by Yilin Media Group. Throughout its ten years of development, it aims at "being the most influential inspirational magazine in China", with its unique content and accurate brand strategy occupying a place in the history of the journal. This paper tries to use the text features of the magazine as the breakthrough point, put it in the whole environment of the abstract periodical industry, and reveal the characteristics of the magazine's running and the brand strategy formed on the basis of it. This paper uses the relevant knowledge of editing, communication and management to analyze the characteristics of Yilin magazine from a small perspective, and then analyze its brand strategy from a middle perspective. Analysis of the magazine and its group now facing the problems and countermeasures. Through these several aspects, we can more systematically understand the "Italy Lin". This paper adopts the method of comprehensive analysis, the main body of the paper includes three parts: introduction, text and conclusion. Specifically, this paper is divided into the following aspects: (1) the ten years development and present situation of the magazine. It includes the initial stage of the development of Italian Forest magazine, the formative stage, the mature stage and the present situation. (2) the characteristic analysis of "Italian forest" magazine. The characteristics of layout, content and target readers are deeply analyzed, and compared with other abstract magazines such as readers, maxim and so on. (3) the brand strategy of the magazine. Analysis of brand culture, brand pursuit, brand development and brand core. "from Digest to originality" is its brand pursuit, and stick to the brand culture of "one story, change one's life". (4) the main problems and countermeasures in brand communication. Today, Yilin is faced with many difficulties, including the lack of advertising, single style, insufficient distribution channels and so on. In the face of these problems, Yilin Media Group has also made a positive response and choice in order to adapt to the constantly changing periodical environment and to make the magazine itself develop to a new level. The research object of this paper is "Italy" magazine, specifically includes three aspects: the "Italy" magazine itself, the "Italian forest" series of magazines, and the Italian media group. The full text always revolves around the "Italy" magazine and the Yilin Media Group, which has developed on this basis. (for the convenience of the discussion, in the following exposition, "Italy" means "Italy" magazine, and "Italy" means "Italy" media group). The whole article takes "Italy Lin" magazine and its media group as the research object, hoping to draw some experiences and lessons from the analysis of the magazine, and to provide reference for the cultural construction and industrial development of the periodical industry in our country.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G237.5-F
【參考文獻(xiàn)】
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，本文編號：2256136
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