【摘要】：隨著我國(guó)經(jīng)濟(jì)的發(fā)展和人們消費(fèi)觀念的轉(zhuǎn)變,我國(guó)男性時(shí)尚雜志迎來了一個(gè)快速發(fā)展的時(shí)期。雜志數(shù)量從2003年4月的5本一躍變?yōu)槟壳暗慕?0種,市場(chǎng)銷量也在大幅增加。 走品牌化之路已是我國(guó)男性時(shí)尚雜志的發(fā)展共識(shí)。如何進(jìn)行有效的品牌傳播成為了眾多雜志面臨的現(xiàn)實(shí)而迫切的問題�？v觀我國(guó)男性時(shí)尚雜志領(lǐng)域,主要表現(xiàn)出以下三個(gè)問題：品牌定位模糊化、品牌推廣同質(zhì)化和品牌延伸的淺層化。 品牌傳播的重要性不言而喻：有助于提高我國(guó)男性時(shí)尚雜志的識(shí)別度、有助于實(shí)現(xiàn)我國(guó)男性時(shí)尚雜志的雙重效益、有助于培養(yǎng)我國(guó)男性時(shí)尚雜志的持久生命力。為此,本文選取男性時(shí)尚雜志領(lǐng)域第一梯隊(duì)代表《時(shí)尚先生》和《男人裝》,以個(gè)案分析的方式對(duì)二者在品牌傳播方面的成功經(jīng)驗(yàn)進(jìn)行解析。并結(jié)合我國(guó)男性時(shí)尚雜志的現(xiàn)實(shí)問題,提出四點(diǎn)發(fā)展建議：一是深度細(xì)分市場(chǎng),打造鮮明的品牌風(fēng)格；二是整合媒介力量,創(chuàng)新品牌推廣方式；三是以讀者為中心,推進(jìn)品牌傳播內(nèi)涵；四是適應(yīng)時(shí)代需求,拓展男性時(shí)尚雜志品牌延伸空間。
[Abstract]:With the development of our country's economy and the change of people's consumption concept, our men's fashion magazine ushered in a period of rapid development. The number of magazines has jumped from 5 copies in April 2003 to nearly 20 today, and sales are also on the rise. The way to brand has been the common understanding of the development of male fashion magazines in China. How to carry out effective brand communication has become a realistic and urgent problem faced by many magazines. Throughout the field of men's fashion magazines in China, there are three main problems: vague brand positioning, brand promotion homogenization and shallow brand extension. The importance of brand communication is self-evident: it is helpful to improve the recognition of our male fashion magazines, to realize the double benefits of our male fashion magazines, and to cultivate the lasting vitality of our male fashion magazines. Therefore, this paper selects the first ladder of men's fashion magazine representatives "Mr. Fashion" and "Men's Wear" to analyze their successful experiences in brand communication by means of case-by-case analysis. Combined with the practical problems of Chinese men's fashion magazines, four development suggestions are put forward: one is to segment the market deeply, to create a distinctive brand style, the other is to integrate the media power and innovate the brand promotion methods. Third, take the reader as the center, promote the brand communication connotation; fourth, adapt to the needs of the times, expand the men's fashion magazine brand extension space.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G237.5

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本文編號(hào)：2452032