《故事会》品牌策略研究

发布时间：2018-03-02 20:21

本文选题：《故事会》　切入点：品牌　出处：《安徽大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的发展,我国传媒业市场化的步伐也越来越快,但是伴随着数字技术的发展,网络、手机等新媒体技术的应用使得纸质媒介的部分读者被分流,再加上其他各种原因,一部分文学类期刊杂志出现了诸多问题,发展步履维艰,有些老牌文学刊物甚至走到了尽头。自从品牌概念从其他类型的企业引进之后,被当成了救治、发展期刊的灵丹妙药,期刊之争越来越指向品牌之争,以至于有人说,做期刊就是做品牌。作为通俗文学读物的《故事会》创办已有四十多年,令人尴尬的是,直到今天,正统的、纯文学类的刊物将《故事会》视为通俗读物,纯粹的通俗刊物却又将其排斥在外,然而,处在这么一个尴尬境地的《故事会》却在夹缝中走出了一条自己的道路,其发行量一直名列同类期刊之首。这四十多年中,中国经历了诸多变化,发生了天翻地覆的改变,但是这么一本小小的三十二开的刊物其发行量却始终居于领先地位、并且保持良好的形象出现在读者面前。作为一本通俗文学期刊,《故事会》如同《读者》、《知音》等杂志一样已经发展成为一个知名品牌,它在品牌的打造和管理上无疑是比较成功的。但是从笔者目前手头搜集到的与《故事会》的相关研究资料来看,这些资料大多都是从编辑的角度出发,对《故事会》的成功经验进行解读,很少有人从品牌这个角度对这本杂志进行系统的研究。不可否认的是,作为一本具有悠久历史、良好发行成绩及口碑的通俗文学类读物的《故事会》,它的成功离不开品牌策略的运用。因此,笔者认为从品牌这个角度研究《故事会》,是对《故事会》以往研究的一种完善和补充。笔者拟从分析《故事会》的发展过程入手,探讨其品牌发展之路,希望为其他期刊带来一定的启示及借鉴意义。本论文包括五个部分。第一章为绪论,第二章首先对《故事会》的发展情况做了详细介绍,第三章探讨其品牌的建设,从其定位、栏目、形式、理论、人才发行等六个方面对其品牌的建设进行了全面解读,第四章是《故事会》的品牌维护与延伸策略,在品牌的维护上,主要是从加强编辑人员业务修养、建立严格的审稿制度、注册商标、打击盗版等几个方面着手进行；一个品牌在成长到一定阶段后,必然要进行品牌延伸,以便不断进取,创造更大的经济效益。《故事会》采取书刊互动、跨媒体经营、打造期刊群等方式来进行自身品牌的延伸。第五章是《故事会》的品牌成功启示及前景展望,主要是对杂志发展中存在的问题及其前景进行展望,并尝试对其存在的问题提出应对的思路。鉴于笔者的认识很浅,研究也不够深入,所以行文之处有所疏漏,还望各位老师不吝给予指教。
[Abstract]:With the development of market economy, the pace of media marketization in our country is getting faster and faster, but with the development of digital technology, the application of new media technology, such as network, mobile phone, etc., some readers of paper media have been diverted. In addition, for various other reasons, some literary periodicals have had many problems, and their development has been very difficult. Some of the old literary journals have even come to an end. Since the introduction of the brand concept from other types of enterprises, it has been treated as a cure. To develop periodicals is a panacea, and the controversy of periodicals is more and more about brand, so that some people say that to do periodicals is to make brands. The story story, as a popular literature book, has been established for more than 40 years. To this day, the orthodox and pure literary publications regard the story as a popular book, while pure popular publications exclude it. However, in such an awkward situation, the story board has made its own way in the gap, and its circulation has been ranked first among its peers. In the past 40 years or so, China has experienced many changes. It has changed dramatically, but the circulation of such a small 32-opened publication has always been in the lead and has a good image in front of the reader. As a popular literary journal, "story story" has developed into a well-known brand like "readers", "intimate" and other magazines. It is undoubtedly more successful in brand building and management. However, from the relevant research data collected by the author and the story story, most of these materials are from the angle of editing. Few people have systematically studied the magazine from the perspective of the brand, and it is undeniable that as a book with a long history, The success of the popular literature reading material with good distribution results and word-of-mouth can not be achieved without the use of brand strategy. The author thinks that the study of "story board" from the angle of brand is a kind of perfection and supplement to the previous study of "story board". The author intends to analyze the development process of "story board" and discuss the way of its brand development. Hope to bring some enlightenment and reference significance for other periodicals. This paper includes five parts. The first chapter is the introduction, the second chapter introduces the development of the story board in detail, the third chapter discusses its brand construction, from its positioning, column, form, theory, This paper comprehensively interprets the construction of its brand from six aspects, such as talent distribution. Chapter 4th is the brand maintenance and extension strategy of the story board. In the maintenance of the brand, it mainly focuses on strengthening the professional accomplishment of the editors and establishing a strict system of reviewing manuscripts. After a brand has grown to a certain stage, it is necessary to carry out brand extension in order to continuously forge ahead and create greater economic benefits. The "story board" takes the interaction of books and periodicals and operates across the media. Chapter 5th is the inspiration and prospect of the success of the brand, mainly the problems and prospects in the development of the magazine. And try to put forward the solution to its existing problems. In view of the author's understanding is very shallow, the research is not deep enough, so there are some omissions in the text, I hope that the teachers give advice.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5

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