全媒体视角下S杂志广告策略研究
发布时间：2018-09-04 18:54
【摘要】：随着网络媒体对受众吸引力的不断加强，传统媒体在竞争中渐趋吃力。与此同时，“全媒体”在信息传播中崭露头角。广告销售作为传统媒体的主要盈利点，面对企业的战略转型，如何在新环境中探寻出适合全媒体时代广告业务发展的对策，是传统媒体转型过程中面临的重要问题。 论文以S杂志这一中国最早、最大的时尚杂志集团也是较早进行全媒体战略转型的企业为研究对象展开研究。在查阅了大量的传统媒体、新媒体、市场营销、广告学相关文献的基础上，借鉴前人关于广告策略理论和企业竞争力理论的研究成果，以此作为对全媒体时代S杂志广告策略研究的基础。在对S杂志及其全媒体战略布局、产业链布局等情况介绍的基础上，利用一手的S杂志传统广告销售数据统计资料，对S杂志及其强劲竞争对手康泰纳仕集团和赫斯特集团广告销售业绩进行对比分析，从而明确S杂志在目前全媒体视角下广告业务发展所面临的来自企业内部和外部的挑战。 论文进而对S杂志广告业务竞争环境进行分析。分别以广告主和目标受众为立足点，分析不同媒体时代企业核心竞争力的变化；利用PEST分析法对S杂志目前所处的政治、经济、社会、技术等环境进行充分的调查，分析宏观环境对S杂志广告业务发展的影响。之后通过对S杂志进行SWOT分析，，提出S杂志广告业务今后发展的基本方针。最后，对全媒体时代S杂志广告业务发展策略进行优化，包括明确S杂志广告业务定位,提出广告销售平台进行的构建、多样化的广告形式以及今后广告业务盈利增长点的深度挖掘等具体策略建议。 希望本文的研究能够对全媒体时代S杂志广告业务未来的良性发展提供帮助。同时S杂志作为时尚界和传媒界结合体的领军人，其成功经验对业界的其他企业有至关重要的借鉴意义。
[Abstract]:With the increasing attraction of the network media to the audience, the traditional media is becoming more and more difficult in the competition. At the same time, "all media" in the dissemination of information emerged. Advertising sales as the main profit point of traditional media, facing the strategic transformation of enterprises, how to find out the countermeasures suitable for the development of advertising business in the new environment is an important problem in the process of traditional media transformation. This paper takes S magazine, the earliest and largest fashion magazine group in China, as the research object. On the basis of consulting a large number of traditional media, new media, marketing, advertising related literature, draw lessons from previous research on advertising strategy theory and enterprise competitiveness theory, This is the basis of the study on the advertising strategy of S magazine in the all media era. On the basis of introducing the strategic layout of S magazine and its all media, the layout of industrial chain, and so on, using the original statistics of traditional advertising sales data of S magazine, This paper makes a comparative analysis of the advertising sales results of S magazine and its strong competitors Kang Tai Nast Group and Hurst Group in order to identify the internal and external challenges that S Magazine faces in the development of advertising business from the perspective of the whole media. Then the paper analyzes the competitive environment of S magazine advertising business. Taking advertisers and target audiences as the foothold, this paper analyzes the changes of the core competitiveness of enterprises in different media times, and makes a full investigation of the current political, economic, social and technological environments of S magazine by using PEST analysis. This paper analyzes the impact of macro environment on the development of S magazine advertising business. Then through the SWOT analysis of S magazine, the paper puts forward the basic policy of S magazine advertising business in the future. Finally, it optimizes the development strategy of S magazine advertising business in the whole media era, including defining the position of S magazine advertising business, putting forward the construction of advertising sales platform, Diversification of advertising forms and future advertising business profit growth point of depth mining and other specific strategies. I hope this study can help the future development of S magazine advertising business in the media era. At the same time, S magazine, as the leading soldier of fashion and media, its successful experience is of vital significance to other enterprises in the industry.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8
本文编号：2223051
[Abstract]:With the increasing attraction of the network media to the audience, the traditional media is becoming more and more difficult in the competition. At the same time, "all media" in the dissemination of information emerged. Advertising sales as the main profit point of traditional media, facing the strategic transformation of enterprises, how to find out the countermeasures suitable for the development of advertising business in the new environment is an important problem in the process of traditional media transformation. This paper takes S magazine, the earliest and largest fashion magazine group in China, as the research object. On the basis of consulting a large number of traditional media, new media, marketing, advertising related literature, draw lessons from previous research on advertising strategy theory and enterprise competitiveness theory, This is the basis of the study on the advertising strategy of S magazine in the all media era. On the basis of introducing the strategic layout of S magazine and its all media, the layout of industrial chain, and so on, using the original statistics of traditional advertising sales data of S magazine, This paper makes a comparative analysis of the advertising sales results of S magazine and its strong competitors Kang Tai Nast Group and Hurst Group in order to identify the internal and external challenges that S Magazine faces in the development of advertising business from the perspective of the whole media. Then the paper analyzes the competitive environment of S magazine advertising business. Taking advertisers and target audiences as the foothold, this paper analyzes the changes of the core competitiveness of enterprises in different media times, and makes a full investigation of the current political, economic, social and technological environments of S magazine by using PEST analysis. This paper analyzes the impact of macro environment on the development of S magazine advertising business. Then through the SWOT analysis of S magazine, the paper puts forward the basic policy of S magazine advertising business in the future. Finally, it optimizes the development strategy of S magazine advertising business in the whole media era, including defining the position of S magazine advertising business, putting forward the construction of advertising sales platform, Diversification of advertising forms and future advertising business profit growth point of depth mining and other specific strategies. I hope this study can help the future development of S magazine advertising business in the media era. At the same time, S magazine, as the leading soldier of fashion and media, its successful experience is of vital significance to other enterprises in the industry.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8
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相关期刊论文 前3条
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2 刘晓林;邓利平;;传统媒体的传统优势[J];青年记者;2012年21期
3 罗鑫;;什么是“全媒体”[J];中国记者;2010年03期
本文编号：2223051
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