《读者》杂志市场营销策略研究

发布时间：2018-06-24 16:04

本文选题：《读者》杂志 + 子刊营销　；参考：《河北大学》2012年硕士论文

【摘要】：《读者》创办于1981年，是甘肃人民出版社主办的一份综合类文摘杂志。兼创办多种子刊和增刊，除中国大陆外发行至台湾地区，八十多个国家和地区，成为公认的中国期刊排名第一，亚洲排名第一，世界综合性期刊排名第四的杂志。《读者》产生在“文革”结束后，经历了十年浩劫的中国人开始对国外世界充满好奇，渴望知道世界文化为何物。当时很少有介绍国外文化的中国杂志，《读者文摘》就是为了传播和介绍西方文化。后来，凭借“平民化”的办刊风格，“真，善，美”的选题方式赢得了读者的信任和喜欢，杂志形成了自己的品牌，成为甘肃的形象。在期刊市场激烈的竞争下，于1999年杂志社决定发行子刊，2000年元月发行了《读者·乡村版》、《读者》半月刊、《读者欣赏》、《读者原创版》，逐步开拓了《读者》扩张的道路。 2011年《读者》杂志创刊三十周年，不断调整其市场营销策略，结合社会、读者市场、期刊市场等因素，从主刊内容营销、子刊刊群营销、台湾地区及海外市场都提出相应的营销策略。主刊内容营销上改革了栏目和内容，开始关注国内民生和社会焦点问题，提提出了人性主题、文化主题、民生和环保主题，弘扬社会正气，提倡健康的生活方式。第二，随着小众化读者群的出现，时尚类、周刊类杂志的崛起，对文摘类杂志的生存和发展提出了挑战，杂志扩大了子刊的发行工作，形成了以主刊《读者》为主的子刊刊群。杂志社为特殊人群设计了《读者》维文版、《读者》盲文版，针对小众化读者群发行了《高中作文增刊》、《老年博览》等。另一方面，网络媒体，手机媒体等新兴电子媒体对传统媒体造成了很大的冲击，，导致美国《读者文摘》破产。《读者》以《读者文摘》为鉴，官方网站应运而生，会员可以在官方网站上了解杂志社和杂志社发行的新闻动态，下载电子书、订阅，购买最新杂志等，《读者》官方网站成为了宣传杂志和与读者互动沟通的平台。期刊全球化和本身品牌成熟化的推动下，2011年《读者》繁体字版开始走向台湾地区，使得杂志成为沟通两岸文化交流的平台。杂志不满足国内市场，走出国门，走向世界。成功的在北美地区发行繁体字版，既为中国杂志提升了民族品牌形象，也为《读者》向北美、东南亚、欧洲、澳洲等八十多个国家和地区发行创造了有利条件。
[Abstract]:"Reader", founded in 1981, is a comprehensive Digest magazine sponsored by the Gansu people's publishing house. It also founded a variety of sub periodicals and supplements. In addition to China's mainland issued to Taiwan, more than 80 countries and regions have become the first recognized Chinese periodicals, the first in Asia and fourth in the world's comprehensive periodicals.
< reader >, after the end of the cultural revolution, Chinese people who had experienced ten years of catastrophe began to be curious about the foreign world and want to know what the world culture is. There were few Chinese magazines to introduce foreign culture. In the fierce competition of the journal market, the magazine decided to issue the publication of the magazine in 1999. In 2000, the magazine issued the publication of the magazine, the reader, the country edition, the reader, the reader, the reader, and the reader's original edition, in 1999, and gradually opened up the reader. The road of Zhang.
In 2011, "reader magazine" magazine created 30th anniversary, constantly adjusting its marketing strategy, combining social, reader market, periodical market and other factors, from the main issue of content marketing, sub publication group marketing, Taiwan region and overseas markets to put forward corresponding marketing strategies. The main issue of content marketing reform of the column and content, began to pay attention to the domestic people's livelihood and society. Focus on the issue, put forward the theme of human nature, cultural theme, people's livelihood and environmental protection theme, carry forward the social positive and promote healthy lifestyle. Second, with the emergence of a small group of readers, fashion and weekly magazines, it challenges the survival and development of abstract magazines, and the magazine has expanded the issue of the sub issue. On the other hand, new electronic media such as Internet media, mobile media and other emerging electronic media have caused great impact on the media. Abstract > bankruptcy. < reader > with the reader's digest as a lesson, the official website came into being. Members can understand the news trends issued by magazines and magazines on the official website, download e-books, subscribe, buy the latest magazines and so on. The reader > official website has become a platform for publicizing magazines and interacting with readers.
Driven by the globalization of periodicals and the maturity of its own brand, the edition of the reader > traditional version began to move towards the Taiwan area in 2011, making the magazine a platform for communication between the two sides of the Taiwan Straits. The magazine does not meet the domestic market, goes out of the country, and goes to the world. It also created favorable conditions for readers to issue to more than 80 countries and regions such as North America, Southeast Asia, Europe, Australia and so on.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235

【参考文献】