新媒体时代《优悦生活》杂志市场营销战略研究

发布时间：2018-03-18 05:14

本文选题：新媒体　切入点：杂志　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：新媒体时代,媒体作为信息传播和舆论导向的平台表现形式更加丰富和多样。从报纸、杂志、广播、电视、户外媒体到网络门户网站、社交媒体平台等,传统媒体受到来自互联网的冲击。杂志尽管作为传统媒体形式存在,但丰富的社会资源平台和多样化的展现形式,在国内传媒市场中依然表现强劲的生命力。尽管中国奢侈品市场的迅速发展带动了大量时尚杂志的兴起,广告市场也不断增长。但是,于此同时,我们看到时尚杂志市场已经逐渐进入发展成熟阶段,市场进入高饱和度状态。杂志需要更加精细的市场划分。其中时尚生活类杂志作为时尚杂志的分类之一,又是一类新的杂志分类。这类型杂志随着中国城市化进程的不断扩大,中产、白领阶层的群体成熟而逐渐在市场上占有一席之地。本文通过时尚生活类杂志——《优悦生活(U Life)》为研究对象,结合时尚杂志发展的相关理论与实践,归纳分析杂志营销市场现况,解释了时尚生活类杂志的市场定位和营销特点。在此基础上,本文深入分析《优悦生活》杂志在国内及华南地区的竞争现况,通过SW0T分析,全面剖析杂志目前的优劣势及不足,针对复杂的媒体市场竞争情况和杂志自身条件,通过对广告经营、发行市场、多媒体市场发展及多种经营模式并存等方面的营销策略、整合营销方式进行全面的阐述。
[Abstract]:In the era of new media, the media, as a platform for information dissemination and public opinion orientation, has become richer and more diverse, ranging from newspapers, magazines, radio, television, outdoor media to web portals, social media platforms, etc. The traditional media is impacted by the Internet. Although the magazine exists as the traditional media form, it still has strong vitality in the domestic media market because of its rich social resource platform and diversified display forms. Although the rapid development of the luxury goods market in China has led to the rise of a large number of fashion magazines and the growing advertising market, at the same time, we have seen that the fashion magazine market has gradually entered the stage of development and maturity. The market has entered a state of high saturation. Magazines need more sophisticated market division. As one of the categories of fashion magazines, the magazine of fashion life is also a new category of magazines. This type of magazine is expanding with the process of urbanization in China. Middle-class, white-collar class groups mature and gradually occupy a place in the market. Based on the research object of fashion life magazine "U life", and combining with the theory and practice of fashion magazine's development, this paper sums up and analyzes the current marketing situation of fashion magazine. This paper explains the market orientation and marketing characteristics of fashion lifestyle magazine. On this basis, this paper deeply analyzes the competitive situation of "Youyue Life" magazine in China and South China, and through SW0T analysis, comprehensively analyzes the advantages and disadvantages of the magazine at present. In view of the complex competition situation of media market and magazine's own conditions, this paper comprehensively expounds the marketing strategies of advertising management, distribution market, multimedia market development and the coexistence of diversified business models, etc.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G237-F;F724

【参考文献】