【摘要】： 本論文以新中國(guó)第一本足球?qū)I(yè)雜志《足球世界》為研究對(duì)象,采用文獻(xiàn)資料法、比較分析法,個(gè)案分析法等研究方法,依據(jù)“三次銷售”理論,再結(jié)合《足球世界》雜志發(fā)展的特點(diǎn),對(duì)《足球世界》雜志進(jìn)行了分階段的討論和分析。 首先概述了《足球世界》雜志的歷史進(jìn)程,主要從發(fā)展背景、發(fā)行模式和銷售模式等方面對(duì)《足球世界》雜志的誕生期、一次銷售期和二次銷售期進(jìn)行了簡(jiǎn)要的概括和總結(jié)。 其次對(duì)現(xiàn)階段我國(guó)大眾體育雜志和足球類雜志的構(gòu)成進(jìn)行了統(tǒng)計(jì)分析,并總結(jié)了目前《足球世界》雜志的內(nèi)容特點(diǎn)、廣告特點(diǎn)、銷售模式和發(fā)行模式,分析出《足球世界》雜志現(xiàn)在面臨的主要問題:市場(chǎng)競(jìng)爭(zhēng)激烈,占有率不高;內(nèi)容同質(zhì)化,原創(chuàng)內(nèi)容少,缺乏個(gè)性;市場(chǎng)定位不成功,廣告銷售存在瓶頸;資金支持不夠,無外刊合作;編輯部人力不足、人才缺乏;發(fā)行渠道不暢。 最后,本文對(duì)《足球世界》雜志的發(fā)展前景進(jìn)行了預(yù)測(cè),并針對(duì)現(xiàn)階段面臨的主要問題提出了發(fā)展對(duì)策,即打造《足球世界》雜志的核心競(jìng)爭(zhēng)力。主要從編輯學(xué)、營(yíng)銷學(xué)角度對(duì)以下4方面進(jìn)行探討:1、內(nèi)容策劃,包括讀者定位、特色風(fēng)格定位和編輯定位;2、廣告策劃,包括廣告產(chǎn)品定位和廣告設(shè)計(jì)定位;3、發(fā)行策劃,包括發(fā)行方式選擇和發(fā)行價(jià)格策略:4、品牌營(yíng)銷、包括雜志品牌的內(nèi)涵,品牌的宣傳推廣以及品牌的創(chuàng)新、維護(hù)。
[Abstract]:This paper takes Football World, the first football professional magazine of New China, as the research object, adopts the methods of literature, comparative analysis and case analysis, and according to the theory of "three sales". Combined with the characteristics of the development of the world of football magazine, this paper discusses and analyzes the magazine in stages. This paper first summarizes the historical process of "Football World" magazine, mainly from the development background, distribution model and sales model, etc., briefly summarizes the birth period, the first sale period and the second sale period of the magazine. Secondly, this paper makes a statistical analysis on the composition of mass sports magazines and football magazines in our country at present, and summarizes the content characteristics, advertising features, sales patterns and distribution patterns of the current "Football World" magazine. The main problems faced by Football World magazine are analyzed: fierce market competition, low share; homogenization of content, lack of original content and lack of individuality; unsuccessful market positioning, bottleneck of advertising sales, insufficient financial support, No foreign journal cooperation; editorial department lack of manpower, lack of talent; distribution channels are not smooth. Finally, this paper forecasts the development prospects of the magazine "Football World", and puts forward the development countermeasures, that is, to build the core competitiveness of the magazine "World of Football" in view of the main problems in the present stage. This paper mainly discusses the following four aspects: 1: 1, content planning, including reader orientation, characteristic style positioning and editorial orientation, advertising planning, including advertising product positioning and advertising design positioning, and distribution planning. It includes distribution mode selection and distribution price strategy: 4, brand marketing, including magazine brand connotation, brand promotion, brand innovation and maintenance.
【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G843-55

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 王建強(qiáng);中國(guó)電視體育解說的現(xiàn)狀研究[D];北京體育大學(xué);2010年

2 劉萌;《足球周刊》之中英足球報(bào)道對(duì)比研究[D];西南政法大學(xué);2010年

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本文編號(hào)：2194561