【摘要】：科學(xué)技術(shù)的不斷進(jìn)步與消費(fèi)觀念的變化使視覺圖像發(fā)揮著越來越重要的作用,在視覺消費(fèi)盛景的包圍下,視覺圖像逐漸成為人們互相傳遞和讀取信息的主要方式。以《最小說》為代表的青春文學(xué)雜志在進(jìn)入市場(chǎng)之后,帶來了文學(xué)市場(chǎng)的繁榮�！蹲钚≌f》驚人的發(fā)行量,逐漸成為文學(xué)雜志市場(chǎng)中的翹楚,其視覺營銷在促進(jìn)雜志銷售方面發(fā)揮著舉足輕重的作用。 《最小說》雜志具有十分鮮明的特征,它的構(gòu)圖、插畫、色彩等方面都從不同程度上反映了雜志整體定位與風(fēng)格。全文是圍繞《最小說》的視覺元素營銷力而展開論述,共分為五章內(nèi)容：第一章為緒論,屬于基礎(chǔ)性的研究,是研究背景與對(duì)象、綜述、意義、思路與方法等內(nèi)容的交代；第二章《最小說》概述,對(duì)該雜志的發(fā)展歷程及其視覺元素進(jìn)行了簡要概述,為后文的分析提供一定的依據(jù)；第三章視覺營銷概述,總結(jié)視覺營銷在國內(nèi)外的發(fā)展?fàn)顩r,并把視覺營銷概念在文學(xué)雜志領(lǐng)域的延伸進(jìn)行了概述；第四章《最小說》視覺元素的營銷力探析,首先對(duì)視覺元素的概念與依據(jù)進(jìn)行界定；其次對(duì)六大元素營銷力進(jìn)行探析。第五章視覺營銷趨勢(shì)對(duì)雜志營銷的啟示,主要總結(jié)圖像營銷趨勢(shì)、品牌營銷趨勢(shì)、色彩營銷趨勢(shì)、新媒體應(yīng)用趨勢(shì)四個(gè)方面對(duì)雜志營銷的啟示。第四章為本文的核心內(nèi)容,在對(duì)《最小說》雜志的封面、導(dǎo)讀與字體設(shè)計(jì)、插畫、標(biāo)識(shí)、色彩、書籍裝幀6類視覺元素進(jìn)行調(diào)查分析的基礎(chǔ)上,探討各視覺元素的營銷力。 本文首次將視覺營銷理論應(yīng)用到文學(xué)雜志領(lǐng)域,結(jié)合此次實(shí)際調(diào)查問卷,進(jìn)行《最小說》的視覺營銷探析。
[Abstract]:With the development of science and technology and the change of consumption concept, visual image is playing a more and more important role. Surrounded by visual consumption, visual image has gradually become the main way for people to transmit and read information from each other. The youth literature magazine, represented by "the most novel", has brought prosperity to the literature market after entering the market. The astonishing circulation of the "most novel" has gradually become the leader in the literary magazine market. Its visual marketing plays an important role in promoting magazine sales. The most novel magazine has very distinct characteristics, its composition, illustration, color and other aspects all reflect the overall positioning and style of the magazine in varying degrees. The thesis is divided into five chapters: the first chapter is the introduction, which belongs to the basic research, is the research background and object, the summary, the significance, the thought and the method and so on. The second chapter "the most novel" overview, the development of the magazine and the visual elements of a brief overview, for later analysis of a certain basis; The third chapter summarizes the visual marketing, summarizes the development of visual marketing at home and abroad, and summarizes the concept of visual marketing in the field of literature magazine. The fourth chapter "the most novel" the visual element marketing power analysis, first to the visual element concept and the basis carries on the definition, secondly carries on the analysis to the six big elements marketing power. The fifth chapter summarizes the enlightenment of visual marketing trend to magazine marketing, mainly summarizes the image marketing trend, brand marketing trend, color marketing trend, new media application trend of four aspects of the magazine marketing enlightenment. The fourth chapter is the core content of this paper. Based on the investigation and analysis of the cover, reading guide and font design, illustration, logo, color, and book binding of the magazine, the marketing power of each visual element is discussed. This paper applies the theory of visual marketing to literature magazine for the first time.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G235

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