美国三大财经期刊的品牌营销研究

发布时间：2018-04-29 13:37

  本文选题：财经期刊 + 发展　； 参考：《中南民族大学》2015年硕士论文

【摘要】：从20世纪前期开始,美国著名的财经杂志品牌陆续诞生,而其中最为耀眼的莫过于《财富》、《福布斯》、《商业周刊》这三家,到现在经历了将近一个世纪,仍然在美国乃至全世界传达着商业社会的庞大信息,让全世界的读者们阅读到迅速实用且各具风格的文字。迄今为止,我国的财经类期刊随着社会的变迁而不断发展,虽然无法与美国等发达国家发展成熟的财经类期刊相媲美,但是却也形成了符合我国当下基本国情的发展轨迹。我国财经期刊的蓬勃发展与我国的社会经济发展密切相关,相对于美国财经期刊成熟的发展模式来说,还存在许多可以借鉴与进步的空间。本文共分为七个部分。第一部分为绪论;第二部分为研究对象相关理论。该部分主要对品牌营销的相关理论作了回顾,以及对本文研究对象《福布斯》、《商业周刊》与《财富》这三大财经期刊的创刊与经营历程进行了简要叙述;第三部分为品牌营销的实质是“心理需求”。这一部分主要对《福布斯》、《商业周刊》与《财富》这三大财经期刊是如何抓住受众心理来营销进行了分析;第四部分为美国三大期刊的品牌营销手段与载体;第五部分为品牌全球化策略。该部分主要对《福布斯》、《商业周刊》与《财富》这三大财经期刊在全球范围内的品牌扩张进行了分析;第六部分为美国三大财经期刊在本土国与在中国的营销状况之比较。根据两国的历史,政治经济情况,文化风俗的差异,分别分析三大期刊的美国版与中文版编排内容的不同、美国三大财经期刊与中国财经杂志发行榜单比较、以及美国财经杂志与中国《第一财经周刊》的发行量比较,来分析在不同国别的营销状况;第七部分为美国财经期刊的品牌营销对我国财经期刊的发展启示。该部分在综合美国财经期刊品牌营销实践的基础上,为完善与优化我国财经期刊发展提供了相应启示。在媒介融合趋势不断加强与新媒体日益冲击的大背景下,笔者通过深入分析与探讨美国三大财经期刊的品牌营销实践与经验,对比中国《第一财经周刊》的品牌营销的现状,提出了一些建议与意见,以求进一步探索我国财经杂志应该如何在顺应当前传媒发展趋势的环境下更好地生存和发展,扩大自身的影响力,在历史的长河中散发出灿烂的光辉。
[Abstract]:Since the early 20th century, the famous American financial magazine brands have been born one after another, and the most dazzling of them are the "Fortune", "Forbes" and "Business Weekly", which have now gone through nearly a century. There is still a huge message from the business community in the United States and around the world, allowing readers around the world to read fast, practical and stylistic text. Up to now, the financial and economic periodicals of our country have been developing with the change of the society. Although they can not match the developed countries such as the United States, they have formed the development track which is in line with the basic national conditions of our country. The vigorous development of Chinese financial journals is closely related to the social and economic development of our country. Compared with the mature development model of American financial journals, there is still much room for reference and progress. This paper is divided into seven parts. The first part is the introduction; the second part is the related theory of the object of study. This part mainly reviews the related theories of brand marketing, and briefly describes the founding and business history of the three major financial journals: Forbes, Business Weekly and Fortune. The third part is the essence of brand marketing is psychological demand. This part mainly analyzes how the three major financial journals, Forbes, Business Weekly and Fortune, grasp the psychology of the audience to market, the fourth part is the brand marketing means and carrier of the three major American periodicals. The fifth part is the strategy of brand globalization. This part mainly analyzes the global brand expansion of the three major financial journals, Forbes, Business Weekly and Fortune, and the sixth part compares the marketing situation of the three major American financial journals in their native countries and in China. According to the differences in the history, political and economic situation, cultural and customs of the two countries, the differences between the American edition and the Chinese edition of the three major periodicals are analyzed respectively. The three major US financial journals are compared with the list published by the China Finance and Economics Magazine. By comparing the circulation of American Financial Journal with China's first Financial Weekly, this paper analyzes the marketing situation in different countries. The seventh part is about the enlightenment of brand marketing of American financial journals to the development of Chinese financial journals. On the basis of synthesizing the brand marketing practice of American financial journals, this part provides corresponding enlightenment for perfecting and optimizing the development of Chinese financial journals. Against the background of the increasing trend of media convergence and the increasing impact of new media, the author compares the current situation of brand marketing of China's first Financial Weekly by deeply analyzing and discussing the brand marketing practice and experience of the three major financial journals in the United States. This paper puts forward some suggestions and suggestions in order to further explore how Chinese financial magazines should survive and develop better in accordance with the current trend of media development, expand their own influence, and exude brilliant glory in the long river of history.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G239.712-F
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本文编号：1820153