《意林》杂志研究
发布时间：2018-10-08 08:42
【摘要】：《意林》杂志创刊于2003年7月,是意林传媒集团出版的一份综合性文摘期刊。纵观《意林》十年的发展历程,它以“做中国最具影响力的励志杂志”为目标,以独具特色的内容,精准的品牌策略占据了期刊史上的一席之地。本文力图以《意林》杂志文本特色作为切入点,将其置于文摘期刊业整体的环境中,揭示该杂志的办刊特色以及在此基础上形成的品牌策略。 本论文运用编辑学、传播学、管理学的相关知识,从小处着手,微观分析《意林》杂志本身的特色,再中观探析其品牌策略,最后,分析该杂志及其集团如今面临的问题和应对措施。通过这几个方面,大家就能比较系统地了解《意林》。本文采用了综合分析的方法,论文的主体包括引言、正文和结语三个部分。具体来说,本文主要分为以下方面： (1)《意林》杂志的十年发展历程和现状。包括《意林》杂志发展的初创期、定型期、成熟期和现状。 (2)《意林》杂志的特色分析。对《意林》编排特色、内容特色、目标读者特色进行深入剖析；与《读者》、《格言》等其他文摘类杂志进行横向比较。 (3)《意林》杂志的品牌策略。分析品牌文化、品牌追求、品牌开发以及品牌核心。《意林》把“青少年励志”作为品牌核心；积极打造多元化的品牌产品,走多元化产业链式的集团之路；“从文摘走向原创”是其品牌追求；坚守“一则故事,改变一生”的品牌文化。 (4)《意林》在品牌传播中的主要问题和对策。意林发展到今天,也面临着很多困难,包括广告的缺失,风格单一化,现行的发行渠道不足等。面对这些问题,意林传媒集团也积极作出应对与选择,以适应不断变化的期刊环境,使杂志自身发展迈向新台阶。 本文研究对象为《意林》杂志,具体来说包含三个方面：《意林》杂志本身,《意林》系列杂志,以及意林传媒集团。全文始终围绕《意林》杂志及其在此基础上发展壮大起来的意林传媒集团为主题进行论述(为论述方便,在以下论述中,《意林》表示《意林》杂志,意林表示意林传媒集团)。整个文章以《意林》杂志及其传媒集团为研究对象,希望从对它的分析中得出一点办刊经验和教训,为我国期刊业的文化建设与产业发展提供参考。
[Abstract]:The magazine was founded in July 2003 and is a comprehensive abstract journal published by Yilin Media Group. Throughout its ten years of development, it aims at "being the most influential inspirational magazine in China", with its unique content and accurate brand strategy occupying a place in the history of the journal. This paper tries to use the text features of the magazine as the breakthrough point, put it in the whole environment of the abstract periodical industry, and reveal the characteristics of the magazine's running and the brand strategy formed on the basis of it. This paper uses the relevant knowledge of editing, communication and management to analyze the characteristics of Yilin magazine from a small perspective, and then analyze its brand strategy from a middle perspective. Analysis of the magazine and its group now facing the problems and countermeasures. Through these several aspects, we can more systematically understand the "Italy Lin". This paper adopts the method of comprehensive analysis, the main body of the paper includes three parts: introduction, text and conclusion. Specifically, this paper is divided into the following aspects: (1) the ten years development and present situation of the magazine. It includes the initial stage of the development of Italian Forest magazine, the formative stage, the mature stage and the present situation. (2) the characteristic analysis of "Italian forest" magazine. The characteristics of layout, content and target readers are deeply analyzed, and compared with other abstract magazines such as readers, maxim and so on. (3) the brand strategy of the magazine. Analysis of brand culture, brand pursuit, brand development and brand core. "from Digest to originality" is its brand pursuit, and stick to the brand culture of "one story, change one's life". (4) the main problems and countermeasures in brand communication. Today, Yilin is faced with many difficulties, including the lack of advertising, single style, insufficient distribution channels and so on. In the face of these problems, Yilin Media Group has also made a positive response and choice in order to adapt to the constantly changing periodical environment and to make the magazine itself develop to a new level. The research object of this paper is "Italy" magazine, specifically includes three aspects: the "Italy" magazine itself, the "Italian forest" series of magazines, and the Italian media group. The full text always revolves around the "Italy" magazine and the Yilin Media Group, which has developed on this basis. (for the convenience of the discussion, in the following exposition, "Italy" means "Italy" magazine, and "Italy" means "Italy" media group). The whole article takes "Italy Lin" magazine and its media group as the research object, hoping to draw some experiences and lessons from the analysis of the magazine, and to provide reference for the cultural construction and industrial development of the periodical industry in our country.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G237.5-F
本文编号：2256136
[Abstract]:The magazine was founded in July 2003 and is a comprehensive abstract journal published by Yilin Media Group. Throughout its ten years of development, it aims at "being the most influential inspirational magazine in China", with its unique content and accurate brand strategy occupying a place in the history of the journal. This paper tries to use the text features of the magazine as the breakthrough point, put it in the whole environment of the abstract periodical industry, and reveal the characteristics of the magazine's running and the brand strategy formed on the basis of it. This paper uses the relevant knowledge of editing, communication and management to analyze the characteristics of Yilin magazine from a small perspective, and then analyze its brand strategy from a middle perspective. Analysis of the magazine and its group now facing the problems and countermeasures. Through these several aspects, we can more systematically understand the "Italy Lin". This paper adopts the method of comprehensive analysis, the main body of the paper includes three parts: introduction, text and conclusion. Specifically, this paper is divided into the following aspects: (1) the ten years development and present situation of the magazine. It includes the initial stage of the development of Italian Forest magazine, the formative stage, the mature stage and the present situation. (2) the characteristic analysis of "Italian forest" magazine. The characteristics of layout, content and target readers are deeply analyzed, and compared with other abstract magazines such as readers, maxim and so on. (3) the brand strategy of the magazine. Analysis of brand culture, brand pursuit, brand development and brand core. "from Digest to originality" is its brand pursuit, and stick to the brand culture of "one story, change one's life". (4) the main problems and countermeasures in brand communication. Today, Yilin is faced with many difficulties, including the lack of advertising, single style, insufficient distribution channels and so on. In the face of these problems, Yilin Media Group has also made a positive response and choice in order to adapt to the constantly changing periodical environment and to make the magazine itself develop to a new level. The research object of this paper is "Italy" magazine, specifically includes three aspects: the "Italy" magazine itself, the "Italian forest" series of magazines, and the Italian media group. The full text always revolves around the "Italy" magazine and the Yilin Media Group, which has developed on this basis. (for the convenience of the discussion, in the following exposition, "Italy" means "Italy" magazine, and "Italy" means "Italy" media group). The whole article takes "Italy Lin" magazine and its media group as the research object, hoping to draw some experiences and lessons from the analysis of the magazine, and to provide reference for the cultural construction and industrial development of the periodical industry in our country.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G237.5-F
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