《遵义商界》杂志营销策略研究

发布时间：2018-05-04 00:35

本文选题：《遵义商界》 + 期刊产业　；参考：《重庆理工大学》2017年硕士论文

【摘要】：随着我国经济的快速发展,人们对精神文化消费需求不断加大,伴随着国家对文化产业大力倡导的政策指引下,期刊业快速发展。现阶段面对新的外部竞争环境,传统期刊行业如何谋求经营方式转变,已成为各个期刊企业突破瓶颈,实现发展壮大的迫在要求。随着期刊种类以及承载渠道的剧增,期刊品牌、资源整合、受众细分,都成为了中国期刊产业发展的助力。本文基于期刊行业面临转型升级的背景下,以《遵义商界》杂志为研究对象,通过系统客观地分析《遵义商界》在经营中的现况及主要存在的问题,运用战略管理PEST分析和五力模型分析方法,对期刊产业外部宏观环境以及行业当期环境进行系统阐述,结合对《遵义商界》自身内部的透彻剖析和根据SWOT模型分析出《遵义商界》目前营销过程当中的不足,并提出该杂志的营销组合策略优化建议。《遵义商界》在营销产品策略中应加大新媒体开发力度;渠道策略中应不断优化渠道、进行多样化渠道建设;促销策略中的客户、读者答谢会及市场活动的展开,最后提出策略实施的保障措施。对杂志而言,品牌是其核心。从产品质量、渠道建设、促销手段到服务能力,《遵义商界》需要不断的去打造自身品牌。在激烈的市场竞争中,杂志需要进行全媒体的市场拓展,从公关活动、数字刊物、电商平台等方向进行开拓。面对替代品的挤压,《遵义商界》应依托平台及资源优势,通过读者数据库与传播推广服务,开拓其他赢利渠道,进行多样化经营。期望本文对《遵义商界》营销策略的研究以及其他传统媒体企业经营发展提供借鉴和参考。
[Abstract]:With the rapid development of our country's economy, people's demand for spiritual and cultural consumption is increasing, and the periodical industry is developing rapidly under the guidance of the policy advocated by the country. At present, facing the new external competition environment, how the traditional periodical industry seeks to change the mode of operation has become the urgent requirement for each periodical enterprise to break through the bottleneck and realize the development and growth. With the rapid increase of periodical types and carrying channels, periodical brands, resource integration and audience segmentation have all become the help of the development of Chinese periodical industry. Based on the background of the periodical industry facing the transformation and upgrading, this paper takes Zunyi Business Journal as the research object, and analyzes systematically and objectively the present situation and the main problems in the management of Zunyi Business. Using the methods of strategic management PEST analysis and five-force model analysis, the external macro environment and current environment of periodical industry are systematically expounded. Combining with the thorough analysis of Zunyi Business circles' own interior and according to the SWOT model, we find out the shortcomings in the current marketing process of Zunyi Business circles. The author also puts forward some suggestions for the optimization of the magazine's marketing mix strategy. Zunyi Business circles should strengthen the development of new media in the marketing product strategy, the channel strategy should constantly optimize the channel, carry on the diversification channel construction, the customer in the promotion strategy, The reader thanks the meeting and the market activity launches, finally proposes the strategy implementation safeguard measure. Brands are at the heart of magazines. From product quality, channel construction, promotion means to service ability, Zunyi business needs to constantly build its own brand. In the fierce market competition, magazines need to develop the whole media market, from public relations activities, digital publications, e-commerce platform and so on. Facing the squeeze of substitute, Zunyi business circles should rely on platform and resource advantage, open up other profit channels and diversify management through reader database and spread and extension service. This paper is expected to provide reference for the research of Zunyi business marketing strategy and the development of other traditional media enterprises.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G237.5;F274

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