受众细分视域下的《新周刊》研究
发布时间：2018-10-24 09:33
【摘要】：秉承“新锐”理念的《新周刊》发展至今已有十五年,是国内发展比较成功的知名新闻期刊。《新周刊》创办于20世纪90年代中期,处在社会经济转型时期,这个阶段国内的媒介环境处于市场化起步阶段,大众化的传播方式仍是主流。随着传媒的逐渐开放和走向市场化,以及“第四媒体”的兴起,受众细分的形式趋于明晰。面对市场的挑战以及来自新媒体的威胁,《新周刊》的办刊过程也是一个不断自我调整和适应市场的过程。从初创时的危机,名声打响后的红火到现在路线的逐渐平稳,《新周刊》始终在追寻市场走向,把握读者需求的探索之中,因此也形成了有自我特色甚至比较有借鉴意义的“新周模式”。 同时,转型期之后的社会经济发展也促成了受众开始走向分层,而中产阶层是其中涌现的比较突出的一个群体。这个群体的人拥有较高的教育水平、经济能力和消费水平,对事物的判断有一定的理性思考和自我见解,热衷于追求新事物,对信息获取的要求也比较高,与之相适应的是针对这一群体的中产阶层刊物的出现。《新周刊》的目标受众即是思想新锐的中产阶层,因此,它的办刊策略也始终围绕中产阶层所需而展开。 本文从受众细分化的角度切入,从编辑策略和营销策略两个方向出发对《新周刊》针对目标受众所制定的各方面的策略进行研究。分析策略的内容特点,效果以及不足之处,并对当前市场状况下《新周刊》及杂志业的发展前景进行展望,并尝试对其存在的问题提出应对思路。
[Abstract]:"New Weekly", which has been developed for 15 years, is a well-known news periodical with relatively successful development in China. Founded in the mid-1990s, it is in a period of social and economic transformation. At this stage, the media environment in China is in the initial stage of marketization, and the popular mode of communication is still the mainstream. With the gradual opening and marketization of the media, and the rise of the fourth media, the form of audience segmentation tends to be clear. Facing the challenge of the market and the threat from the new media, the running process of New Weekly is also a process of self-adjustment and adaptation to the market. From the crisis in its infancy, from the popularity of fame to the gradual stability of the present line, New Weekly has always been pursuing the market trend and grasping the needs of the readers. Therefore, has also formed the self-characteristic even more has the reference significance "new week pattern". At the same time, the social and economic development after the transition period also promotes the audience to start to be stratified, and the middle class is one of the most prominent groups. The people of this group have a high level of education, economic ability and consumption, have a certain rational thinking and self-view on the judgment of things, are keen to pursue new things, and have higher requirements for obtaining information. The target audience of "New Weekly" is the new and sharp middle class, therefore, its running strategy has always revolved around the needs of the middle class. In this paper, from the perspective of audience differentiation, from the editorial strategy and marketing strategy, this paper studies the strategies of New Weekly aimed at the target audience. This paper analyzes the content characteristics, effects and shortcomings of the strategy, and looks forward to the prospect of the development of New Weekly and magazine industry under the current market situation, and tries to put forward some countermeasures to its existing problems.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2
本文编号：2291003
[Abstract]:"New Weekly", which has been developed for 15 years, is a well-known news periodical with relatively successful development in China. Founded in the mid-1990s, it is in a period of social and economic transformation. At this stage, the media environment in China is in the initial stage of marketization, and the popular mode of communication is still the mainstream. With the gradual opening and marketization of the media, and the rise of the fourth media, the form of audience segmentation tends to be clear. Facing the challenge of the market and the threat from the new media, the running process of New Weekly is also a process of self-adjustment and adaptation to the market. From the crisis in its infancy, from the popularity of fame to the gradual stability of the present line, New Weekly has always been pursuing the market trend and grasping the needs of the readers. Therefore, has also formed the self-characteristic even more has the reference significance "new week pattern". At the same time, the social and economic development after the transition period also promotes the audience to start to be stratified, and the middle class is one of the most prominent groups. The people of this group have a high level of education, economic ability and consumption, have a certain rational thinking and self-view on the judgment of things, are keen to pursue new things, and have higher requirements for obtaining information. The target audience of "New Weekly" is the new and sharp middle class, therefore, its running strategy has always revolved around the needs of the middle class. In this paper, from the perspective of audience differentiation, from the editorial strategy and marketing strategy, this paper studies the strategies of New Weekly aimed at the target audience. This paper analyzes the content characteristics, effects and shortcomings of the strategy, and looks forward to the prospect of the development of New Weekly and magazine industry under the current market situation, and tries to put forward some countermeasures to its existing problems.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2
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