消费期刊的功能定位与营销策略分析

发布时间：2018-08-15 15:40

【摘要】： 改革开放以来,中国经济持续高速增长的势头,不仅创造出巨大的物质财富,也给人民生活带来了全方位的影响,凸显出消费社会应有的文化特征。作为传播消费文化、引导消费理念的消费类期刊,也在这一过程中获得了良好的成长空间。通过实施系统化的营销策略,消费类期刊形成了鲜明的产品特色、定价方法、多样化的渠道模式和促销组合,并在市场竞争中取得了良好效益。但是纵观消费类期刊的发展,无论是产业规模还是市场竞争力,仍存在许多亟待改革和完善的方面。本文立足消费类期刊的发展现状,对消费社会、消费文化、消费期刊以及消费者的基本特征及其相互关系进行理论上的梳理,分析了国内消费类期刊的社会功能及其营销策略。并针对制约中国消费类期刊产业发展和自身经营中存在的问题,从观念创新、机制创新、技术创新和营销创新等方面提出了建设性的意见。
[Abstract]:Since the reform and opening up, China's economy has continued to grow at a high speed, which not only creates huge material wealth, but also brings omni-directional influence to people's life, and highlights the cultural characteristics of the consumer society. Consumer periodicals, which propagate consumption culture and guide consumption ideas, have also gained good growth space in this process. Through the implementation of systematic marketing strategies, consumer periodicals have formed distinct product characteristics, pricing methods, diversified channel models and promotion combinations, and have achieved good benefits in market competition. But throughout the development of consumer periodicals, there are still many aspects that need to be reformed and perfected. Based on the current situation of consumer periodicals, this paper analyzes the social functions and marketing strategies of domestic consumer periodicals by combing the basic characteristics of consumer society, consumer culture, consumer periodicals and consumers and their relationship with each other. In view of the problems existing in restricting the development and management of consumer periodical industry in China, this paper puts forward some constructive suggestions from the aspects of concept innovation, mechanism innovation, technology innovation and marketing innovation.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.5

【相似文献】