分众传播视角下《中国国家地理》研究

发布时间：2018-05-02 16:52

本文选题：《中国国家地理》 + 分众传播　；参考：《西南大学》2014年硕士论文

【摘要】：《中国国家地理》创办于1950年,至今已经有64年的办刊历史。这个时间基本与新中国成立的时间一致。因此,它亲历过从新中国成立至今的各个重大历史阶段和传播环境。在进入新世纪大众传播逐渐走向分众传播的时代里,面对市场的挑战以及来自新媒体的威胁,《中国国家地理》实现了华丽的转身,坐上了中国彩色印刷杂志的头把交椅。为此,本文从分众传播的角度切入,对《中国国家地理》针对目标受众所制定的各方面的策略进行研究。全文分为五个部分：第一部分为绪论,提出本文的研究背景,分析研究缘起、研究意义、文献综述、研究方法和研究路径；第二部分为专业类杂志在新世纪后发展现状和媒介环境的变化情况；第三部分是梳理《中国国家地理》的发展历程,讨论杂志新世纪改版之前的发展策略；第四部分是从受众定位、内容编辑、新媒体路径、品牌营销等角度分析《中国国家地理》的分众传播策略；第五部分是总结在分众传播环境下《中国国家地理》对其他专业类媒体的启示。从曾经的辉煌,到落寞,再辉煌,《中国国家地理》在追寻分众传播走向,把握读者需求的探索之中,坚守专业水准,尊重传媒特性,并围绕中产阶层做足文章,在传统媒体式微的今天,堪称专业类媒体的典范。
[Abstract]:National Geographic of China was founded in 1950 and has a history of 64 years. This time basically coincides with the founding of New China. Therefore, it has experienced from the founding of New China to all major historical stages and communication environment. In the new century, mass communication has gradually moved towards the era of mass communication. In the face of the challenge of the market and the threat from new media, National Geographic of China has realized a magnificent turn and taken the top position of the Chinese color print magazine. Therefore, from the point of view of focus communication, this paper studies the strategies of China National Geographic aimed at the target audience. The paper is divided into five parts: the first part is the introduction, the research background, analysis of the origin, significance, literature review, research methods and research path; The second part is the development of professional magazines in the new century and the changes of media environment, the third part is to comb the development process of National Geographic of China, discuss the development strategy before the revision of the magazine in the new century. The fourth part is from the audience positioning, content editing, new media path, brand marketing and other angles to analyze the focus of "China National Geographic" communication strategy; The fifth part summarizes the enlightenment of China National Geographic to other professional media. From its former glory, to its desolation, and to its brilliance, National Geographic of China is pursuing the trend of focus communication, grasping the needs of readers, adhering to its professional standards, respecting the characteristics of the media, and doing enough articles around the middle class. In the traditional media decline today, can be called professional media model.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G239.2

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