期刊品牌延伸研究

发布时间：2018-04-20 16:15

本文选题：期刊 + 品牌　；参考：《北京印刷学院》2009年硕士论文

【摘要】： 改革开放30年来,我国期刊市场化改革日渐深入,同时,国外强势期刊正一步步进入国内期刊市场。面对严峻的挑战和激烈的竞争,进行品牌延伸,为期刊应对激烈的市场竞争和数字化挑战提供了可能。近年来,我国期刊在品牌延伸方面已经进行了积极地探索与尝试,并取得了一定的效果,如《知音》、《时尚》、《瑞丽》、《中国企业家》等知名期刊都在品牌延伸方面有所建树。不过,与国外成熟的期刊集团相比,我国的期刊相对较为弱小,品牌价值、经营管理水平也与前者存在较大的差距。因此,通过对国外期刊品牌延伸的研究,可以为我国期刊业提供很好的借鉴。期刊是一种典型的品牌媒体。和其他大众媒体相比,期刊进行品牌延伸具有十分独特的优势。本论文对此进行了系统地独创性论证,同时对期刊品牌延伸的概念和特征、理论和现实意义、理论分析、延伸方式和延伸原则等进行了探讨。
[Abstract]:Since the reform and opening up 30 years ago, the market-oriented reform of Chinese periodicals has been deepening day by day. At the same time, the powerful foreign periodicals are entering the domestic periodical market step by step. In the face of severe challenge and fierce competition, brand extension provides the possibility for periodicals to deal with the fierce market competition and digital challenge. In recent years, Chinese periodicals have been actively exploring and trying in brand extension, and have achieved certain results, such as "confidant", "Fashion", "Ruili", "Chinese Entrepreneur" and other well-known periodicals have made some achievements in brand extension. However, compared with the foreign mature periodical group, the periodical of our country is relatively weak, the brand value, the management level also has the big disparity with the former. Therefore, through the research of foreign periodical brand extension, we can provide a good reference for our periodical industry. Periodical is a typical brand media. Compared with other mass media, periodical brand extension has a very unique advantage. This paper has carried on the systematic originality demonstration to this, at the same time has carried on the discussion to the periodical brand extension concept and the characteristic, the theory and the realistic significance, the theory analysis, the extension way and the extension principle and so on has carried on the discussion.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【参考文献】