發(fā)布時(shí)間：2018-05-07 09:41

  本文選題：期刊 + 受眾��； 參考：《廣西大學(xué)》2007年碩士論文

【摘要】： 以市場營銷為龍頭開展的期刊運(yùn)營已成為我國期刊業(yè)的必然趨勢，，目前中國期刊業(yè)的市場化、產(chǎn)業(yè)化程度還不高，遠(yuǎn)不足以應(yīng)對期刊數(shù)量多、同質(zhì)化競爭嚴(yán)重的生存環(huán)境，只有制定可行的、靈活的期刊營銷策略才能在激烈的市場競爭中立于不敗之地。期刊營銷策略應(yīng)在分析受眾市場的基礎(chǔ)上，進(jìn)行包括產(chǎn)品、定價(jià)、廣告、發(fā)行渠道建設(shè)、活動營銷、促銷和跨媒體營銷七個方面的營銷策略的制定。分析受眾市場包括市場細(xì)分、目標(biāo)市場的選擇。市場細(xì)分可依據(jù)的指標(biāo)分別是，人口年齡結(jié)構(gòu)、性別分布情況、家庭及其人口數(shù)量、教育程度、地理分布情況和人口流動情況等六項(xiàng)；目標(biāo)市場的選擇有無差別市場、差別性市場和集中性市場三種方式。產(chǎn)品營銷包括期刊產(chǎn)品的內(nèi)容策劃、編輯以及版式設(shè)計(jì)；期刊產(chǎn)品的定價(jià)方法，包括目標(biāo)利潤導(dǎo)向定價(jià)法、發(fā)行量導(dǎo)向定價(jià)法、盈利點(diǎn)導(dǎo)向定價(jià)法和心理導(dǎo)向定價(jià)法；發(fā)行渠道的建設(shè)應(yīng)該遵循從確認(rèn)渠道需求，到確認(rèn)分銷模式，甄選渠道發(fā)行商，控制、協(xié)同渠道發(fā)行商工作的邏輯。
[Abstract]:Periodical operation based on marketing has become an inevitable trend in China's periodical industry. At present, the marketization and industrialization of Chinese periodical industry are not high enough to cope with the existence environment in which the number of periodicals is large and the homogeneous competition is serious. Only by making feasible and flexible marketing strategy can we be in an invincible position in the fierce market competition. On the basis of analyzing the audience market, periodical marketing strategies should be formulated in seven aspects, including product, pricing, advertising, distribution channel construction, campaign marketing, promotion and cross-media marketing. Analysis of the audience market, including market segmentation, the choice of the target market. The indicators on which market segmentation can be based are: age structure of population, gender distribution, number of households and their population, educational level, geographical distribution and population mobility, etc. Differential market and centralized market three ways. Product marketing includes content planning, editing and layout design of periodical products, pricing methods of periodical products, including target profit oriented pricing method, circulation volume oriented pricing method, profit point oriented pricing method and psychological oriented pricing method. The construction of distribution channel should follow the logic of confirming channel demand, confirming distribution mode, selecting channel distributor, controlling and cooperating with channel distributor.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：G235

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 郭楠;我國動漫雜志營銷策略研究[D];西北大學(xué);2010年

本文編號：1856420