时尚类iPad杂志营销战略研究

发布时间：2018-01-23 04:17

本文关键词： iPad杂志时尚杂志营销战略 4P+研究框架　出处：《中国海洋大学》2012年硕士论文　论文类型：学位论文

【摘要】：苹果公司推出的iPad平板电脑为数字出版提供了全新的阅读体验，，也对传统的杂志出版行业，尤其是市场份额最大的时尚类杂志，提出了新的挑战。如何迎接数字化阅读时代的到来，平衡传统的平面杂志出版和新兴的数字杂志出版的关系以实现出版企业的利益最大化，已经成为全行业都函待解决的共同难题。本文从时尚类iPad杂志营销战略的角度切入，在传统的市场营销4P理论的基础上，结合时尚类iPad杂志的特点，提出了4P+的营销战略研究框架，即在以时尚类杂志这种轻阅读特征较为明显且产业链绵长的iPad杂志中，营销战略应以传统的市场营销4P要素聚合并黏住目标受众，以整合营销、电子商务和增值服务等新的商业模来式创造收入。
[Abstract]:Apple's iPad tablet offers a new reading experience for digital publishing, as well as the traditional magazine publishing industry, especially fashion magazines with the largest market share. This paper presents a new challenge, how to meet the arrival of the digital reading era, and how to balance the relationship between the traditional print magazine publishing and the emerging digital magazine publication in order to maximize the interests of the publishing enterprises. From the perspective of fashion iPad magazine marketing strategy, based on the traditional marketing 4p theory. Combined with the characteristics of fashion iPad magazine, this paper puts forward the research framework of 4P marketing strategy, that is, in the fashion magazine, which is characterized by light reading and the industry chain is long. The marketing strategy should aggregate and stick to the target audience with the traditional marketing 4p elements to create revenue by integrating new business models such as marketing, e-commerce and value-added services.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2;F274

【引证文献】