《瑞麗》雜志的傳播策略研究
發(fā)布時(shí)間：2018-11-16 10:52
【摘要】：在當(dāng)前世界經(jīng)濟(jì)文化全球化的背景之下，時(shí)尚雜志作為時(shí)尚文化的傳播者，也迎來(lái)了全球化的進(jìn)程。全球化對(duì)我國(guó)女性時(shí)尚期刊最明顯的影響就是出現(xiàn)了大批版權(quán)合作時(shí)尚雜志。1988年，通過(guò)與上海譯文出版社的合作，法國(guó)樺謝菲力柏契集團(tuán)旗下著名的時(shí)尚雜志《ELLE》的中文版《ELLE世界時(shí)裝之苑》登陸中國(guó)。此后，《時(shí)尚伊人》、《瑞麗服飾美容》、《VOGUE服飾與美容》等等與國(guó)際時(shí)尚期刊開展版權(quán)合作的高端女性時(shí)尚雜志陸續(xù)出現(xiàn)并且迅速發(fā)展，成為了國(guó)內(nèi)時(shí)尚期刊界的主流。當(dāng)前我國(guó)市場(chǎng)上的高端女性時(shí)尚雜志大致可以分為三個(gè)派系：“奢華時(shí)尚”的歐美系、“實(shí)用時(shí)尚”的日系和“本土?xí)r尚”的本土系。三個(gè)派系的雜志在市場(chǎng)上展開了十分激烈的較量，與此同時(shí)，激烈競(jìng)爭(zhēng)帶來(lái)的動(dòng)力也推動(dòng)了我國(guó)的女性時(shí)尚雜志的發(fā)展進(jìn)步。 《瑞麗服飾美容》雜志作為日系雜志的代表，自創(chuàng)刊以來(lái)就在國(guó)內(nèi)時(shí)尚期刊市場(chǎng)中占據(jù)著優(yōu)勢(shì)地位，近些年來(lái)一直處于銷售榜首�！度瘥悺冯s志社借鑒了國(guó)內(nèi)成功傳媒集團(tuán)的經(jīng)驗(yàn)，以其獨(dú)特的東方風(fēng)格、“時(shí)尚實(shí)用化”的核心價(jià)值，本土化的內(nèi)容，加上其卓越的廣告營(yíng)銷和成功的品牌經(jīng)營(yíng)，在國(guó)內(nèi)期刊市場(chǎng)上取得了巨大的成功。然而在《瑞麗》無(wú)限風(fēng)光的表面之下，同樣存在著同質(zhì)化嚴(yán)重、奢靡性消費(fèi)主義傾向、人文內(nèi)涵缺失等問(wèn)題�！度瘥悺烦晒Φ慕�(jīng)驗(yàn)值得國(guó)內(nèi)的時(shí)尚雜志借鑒，其問(wèn)題同樣折射出國(guó)內(nèi)時(shí)尚期刊業(yè)當(dāng)前的危機(jī)。在應(yīng)對(duì)國(guó)內(nèi)外眾多時(shí)尚期刊的競(jìng)爭(zhēng)壓力下，我國(guó)時(shí)尚期刊應(yīng)該努力改變困境：首先要改變同質(zhì)化，，體現(xiàn)雜志的細(xì)分化和特色化；同時(shí)應(yīng)該倡導(dǎo)理性消費(fèi)，注重人文內(nèi)涵的積淀；還要更新編輯理念，重視人才的培養(yǎng)；更重要的是應(yīng)該積極發(fā)掘本土?xí)r尚，實(shí)現(xiàn)本土化與全球化的互動(dòng)發(fā)展。中國(guó)的女性時(shí)尚雜志必將會(huì)實(shí)現(xiàn)新的發(fā)展，最終得以走向國(guó)際市場(chǎng)。
[Abstract]:Under the background of the globalization of world economy and culture, fashion magazine, as the disseminator of fashion culture, also ushered in the process of globalization. The most obvious impact of globalization on Chinese women's fashion periodicals is the emergence of a large number of copyright co-operative fashion magazines. In 1988, through the cooperation with Shanghai Translation Publishing House, The Chinese version of the famous fashion magazine "ELLE" of the Birch Shepherd Bercey Group of France, "ELLE World Fashion Garden", has landed in China. Since then, high-end women's fashion magazines with copyright cooperation with international fashion journals have emerged and developed rapidly, and have become the mainstream of domestic fashion periodicals. At present, the high-end women's fashion magazines in our country can be divided into three groups: European and American department of "luxury fashion", Japanese department of "practical fashion" and local department of "local fashion". At the same time, the driving force brought by the fierce competition has also promoted the development of women's fashion magazines in China. As a representative of Japanese magazines, "Ruili dress and Beauty" magazine has occupied a dominant position in the domestic fashion periodical market since it was founded. In recent years, the magazine has been in the top of sales. The magazine has learned from the experience of successful media groups in China, with its unique oriental style, the core value of "fashion practicality," the content of localization, With its excellent advertising marketing and successful brand management, it has achieved great success in the domestic periodical market. However, under the boundless scenery of Ruili, there are also problems such as serious homogeneity, extravagant consumerism tendency, lack of humanistic connotation, etc. The successful experience of Ruili is worthy of reference by domestic fashion magazines. Its problem also reflects the current crisis of domestic fashion periodical industry. Under the competition pressure of many fashion periodicals at home and abroad, Chinese fashion periodicals should try their best to change the predicament: firstly, to change homogeneity, to reflect the fine differentiation and characteristic of magazines, to advocate rational consumption and to pay attention to the accumulation of humanistic connotation; It is also important to update the editorial concept and attach importance to the cultivation of talents. More importantly, we should actively explore the local fashion and realize the interactive development of localization and globalization. China's women's fashion magazines will be able to achieve new development, eventually to the international market.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G237.5;G206
本文編號(hào)：2335312
[Abstract]:Under the background of the globalization of world economy and culture, fashion magazine, as the disseminator of fashion culture, also ushered in the process of globalization. The most obvious impact of globalization on Chinese women's fashion periodicals is the emergence of a large number of copyright co-operative fashion magazines. In 1988, through the cooperation with Shanghai Translation Publishing House, The Chinese version of the famous fashion magazine "ELLE" of the Birch Shepherd Bercey Group of France, "ELLE World Fashion Garden", has landed in China. Since then, high-end women's fashion magazines with copyright cooperation with international fashion journals have emerged and developed rapidly, and have become the mainstream of domestic fashion periodicals. At present, the high-end women's fashion magazines in our country can be divided into three groups: European and American department of "luxury fashion", Japanese department of "practical fashion" and local department of "local fashion". At the same time, the driving force brought by the fierce competition has also promoted the development of women's fashion magazines in China. As a representative of Japanese magazines, "Ruili dress and Beauty" magazine has occupied a dominant position in the domestic fashion periodical market since it was founded. In recent years, the magazine has been in the top of sales. The magazine has learned from the experience of successful media groups in China, with its unique oriental style, the core value of "fashion practicality," the content of localization, With its excellent advertising marketing and successful brand management, it has achieved great success in the domestic periodical market. However, under the boundless scenery of Ruili, there are also problems such as serious homogeneity, extravagant consumerism tendency, lack of humanistic connotation, etc. The successful experience of Ruili is worthy of reference by domestic fashion magazines. Its problem also reflects the current crisis of domestic fashion periodical industry. Under the competition pressure of many fashion periodicals at home and abroad, Chinese fashion periodicals should try their best to change the predicament: firstly, to change homogeneity, to reflect the fine differentiation and characteristic of magazines, to advocate rational consumption and to pay attention to the accumulation of humanistic connotation; It is also important to update the editorial concept and attach importance to the cultivation of talents. More importantly, we should actively explore the local fashion and realize the interactive development of localization and globalization. China's women's fashion magazines will be able to achieve new development, eventually to the international market.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G237.5;G206
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本文編號(hào)：2335312
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