数字杂志的品牌四维度构建策略研究

发布时间：2018-07-02 09:52

本文选题：数字杂志 + 品牌化趋势　；参考：《南昌大学》2008年硕士论文

【摘要】： 计算机技术的飞速发展,互联网的进一步普及,催生了以网络为母体的数字新媒介,数字杂志便是其中之一。作为新兴媒体形式,它以新颖的阅读体验方式和数字化互动特性很快进入公众视野。作为数字出版领域重要组成部分之一,数字杂志从2005年短暂“盛世”之后调整进入到第三代全盘整合阶段。期间所经历的曲折路程引发了不少行业人士和专家学者的讨论研究。数字杂志如何才能稳步发展,这是摆在所有行业人士和研究数字杂志发展的专家学者面前一个值得深思的问题。通过总结和分析数字杂志的研究现状发现,数字杂志品牌构建策略方面的研究迄今还是一个相对空白的领域。笔者借鉴品牌价值五星模型,在数字杂志整合发展阶段,提出了通过构建品牌四维度来促进数字杂志品牌化发展的观点。综合分析了第三代数字杂志发展现状和发展瓶颈,同时以经典的SWOT行业分析方法为佐证,进一步证明了品牌发展的重要性和迫切性,并以此论证数字杂志品牌构建策略和行业发展有机结合之间存在的可行性。文章根据品牌四维度的递进特征,重点对品牌知名度、认知度、美誉度和忠诚度在构建中使用的策略进行深度分析;结合案例分析有效构建策略的同时,提出每一个维度在构建策略中使用的侧重点和技巧。在分析成功案例品牌构建策略的基础上,进一步补充提出了符合数字杂志发展现状的品牌构建策略,突出了策略的有效性和可行性。围绕品牌四维度对数字杂志进行品牌建设是本文的一个新意,始终强调品牌数字杂志的发展,使之成为支持行业良性化发展的核心力量。
[Abstract]:With the rapid development of computer technology and the popularization of Internet, digital magazines are one of them. As a new form of media, it comes into public view with novel reading experience and digital interaction. As one of the important parts of digital publishing field, digital magazine has been adjusted to the third generation integration stage since the short boom in 2005. The tortuous journey experienced during this period led to the discussion and study of many industry figures and experts and scholars. How to develop digital magazines steadily is a question worth pondering in front of all professionals and experts and scholars who study the development of digital magazines. By summarizing and analyzing the current research situation of digital magazine, it is found that the research on brand construction strategy of digital magazine is still a relatively blank field. The author draws lessons from the five-star model of brand value and puts forward the viewpoint of promoting the brand development of digital magazines by constructing brand four dimensions in the stage of digital magazine integration and development. This paper comprehensively analyzes the status quo and bottleneck of the development of the third-generation digital magazine, and proves the importance and urgency of the brand development by taking the classical SWOT industry analysis method as the evidence. This paper demonstrates the feasibility of the combination of digital magazine brand construction strategy and industry development. According to the progressive characteristics of the brand's four dimensions, this paper focuses on the in-depth analysis of the strategies used in the construction of brand awareness, recognition, reputation and loyalty, as well as the effective construction of the strategy in combination with the case study. The key points and techniques used by each dimension in the construction strategy are presented. On the basis of analyzing the successful brand construction strategy, the author puts forward the brand construction strategy which accords with the current situation of the development of digital magazine, and highlights the effectiveness and feasibility of the strategy. It is a new idea to build the brand of digital magazine around the four dimensions of brand. It always emphasizes the development of brand digital magazine and makes it the core force to support the benign development of the industry.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G237.6-F;F273.2

【引证文献】