《瑞丽》杂志的传播策略研究
发布时间：2018-11-16 10:52
【摘要】：在当前世界经济文化全球化的背景之下，时尚杂志作为时尚文化的传播者，也迎来了全球化的进程。全球化对我国女性时尚期刊最明显的影响就是出现了大批版权合作时尚杂志。1988年，通过与上海译文出版社的合作，法国桦谢菲力柏契集团旗下著名的时尚杂志《ELLE》的中文版《ELLE世界时装之苑》登陆中国。此后，《时尚伊人》、《瑞丽服饰美容》、《VOGUE服饰与美容》等等与国际时尚期刊开展版权合作的高端女性时尚杂志陆续出现并且迅速发展，成为了国内时尚期刊界的主流。当前我国市场上的高端女性时尚杂志大致可以分为三个派系：“奢华时尚”的欧美系、“实用时尚”的日系和“本土时尚”的本土系。三个派系的杂志在市场上展开了十分激烈的较量，与此同时，激烈竞争带来的动力也推动了我国的女性时尚杂志的发展进步。 《瑞丽服饰美容》杂志作为日系杂志的代表，自创刊以来就在国内时尚期刊市场中占据着优势地位，近些年来一直处于销售榜首。《瑞丽》杂志社借鉴了国内成功传媒集团的经验，以其独特的东方风格、“时尚实用化”的核心价值，本土化的内容，加上其卓越的广告营销和成功的品牌经营，在国内期刊市场上取得了巨大的成功。然而在《瑞丽》无限风光的表面之下，同样存在着同质化严重、奢靡性消费主义倾向、人文内涵缺失等问题。《瑞丽》成功的经验值得国内的时尚杂志借鉴，其问题同样折射出国内时尚期刊业当前的危机。在应对国内外众多时尚期刊的竞争压力下，我国时尚期刊应该努力改变困境：首先要改变同质化，，体现杂志的细分化和特色化；同时应该倡导理性消费，注重人文内涵的积淀；还要更新编辑理念，重视人才的培养；更重要的是应该积极发掘本土时尚，实现本土化与全球化的互动发展。中国的女性时尚杂志必将会实现新的发展，最终得以走向国际市场。
[Abstract]:Under the background of the globalization of world economy and culture, fashion magazine, as the disseminator of fashion culture, also ushered in the process of globalization. The most obvious impact of globalization on Chinese women's fashion periodicals is the emergence of a large number of copyright co-operative fashion magazines. In 1988, through the cooperation with Shanghai Translation Publishing House, The Chinese version of the famous fashion magazine "ELLE" of the Birch Shepherd Bercey Group of France, "ELLE World Fashion Garden", has landed in China. Since then, high-end women's fashion magazines with copyright cooperation with international fashion journals have emerged and developed rapidly, and have become the mainstream of domestic fashion periodicals. At present, the high-end women's fashion magazines in our country can be divided into three groups: European and American department of "luxury fashion", Japanese department of "practical fashion" and local department of "local fashion". At the same time, the driving force brought by the fierce competition has also promoted the development of women's fashion magazines in China. As a representative of Japanese magazines, "Ruili dress and Beauty" magazine has occupied a dominant position in the domestic fashion periodical market since it was founded. In recent years, the magazine has been in the top of sales. The magazine has learned from the experience of successful media groups in China, with its unique oriental style, the core value of "fashion practicality," the content of localization, With its excellent advertising marketing and successful brand management, it has achieved great success in the domestic periodical market. However, under the boundless scenery of Ruili, there are also problems such as serious homogeneity, extravagant consumerism tendency, lack of humanistic connotation, etc. The successful experience of Ruili is worthy of reference by domestic fashion magazines. Its problem also reflects the current crisis of domestic fashion periodical industry. Under the competition pressure of many fashion periodicals at home and abroad, Chinese fashion periodicals should try their best to change the predicament: firstly, to change homogeneity, to reflect the fine differentiation and characteristic of magazines, to advocate rational consumption and to pay attention to the accumulation of humanistic connotation; It is also important to update the editorial concept and attach importance to the cultivation of talents. More importantly, we should actively explore the local fashion and realize the interactive development of localization and globalization. China's women's fashion magazines will be able to achieve new development, eventually to the international market.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.5;G206
本文编号：2335312
[Abstract]:Under the background of the globalization of world economy and culture, fashion magazine, as the disseminator of fashion culture, also ushered in the process of globalization. The most obvious impact of globalization on Chinese women's fashion periodicals is the emergence of a large number of copyright co-operative fashion magazines. In 1988, through the cooperation with Shanghai Translation Publishing House, The Chinese version of the famous fashion magazine "ELLE" of the Birch Shepherd Bercey Group of France, "ELLE World Fashion Garden", has landed in China. Since then, high-end women's fashion magazines with copyright cooperation with international fashion journals have emerged and developed rapidly, and have become the mainstream of domestic fashion periodicals. At present, the high-end women's fashion magazines in our country can be divided into three groups: European and American department of "luxury fashion", Japanese department of "practical fashion" and local department of "local fashion". At the same time, the driving force brought by the fierce competition has also promoted the development of women's fashion magazines in China. As a representative of Japanese magazines, "Ruili dress and Beauty" magazine has occupied a dominant position in the domestic fashion periodical market since it was founded. In recent years, the magazine has been in the top of sales. The magazine has learned from the experience of successful media groups in China, with its unique oriental style, the core value of "fashion practicality," the content of localization, With its excellent advertising marketing and successful brand management, it has achieved great success in the domestic periodical market. However, under the boundless scenery of Ruili, there are also problems such as serious homogeneity, extravagant consumerism tendency, lack of humanistic connotation, etc. The successful experience of Ruili is worthy of reference by domestic fashion magazines. Its problem also reflects the current crisis of domestic fashion periodical industry. Under the competition pressure of many fashion periodicals at home and abroad, Chinese fashion periodicals should try their best to change the predicament: firstly, to change homogeneity, to reflect the fine differentiation and characteristic of magazines, to advocate rational consumption and to pay attention to the accumulation of humanistic connotation; It is also important to update the editorial concept and attach importance to the cultivation of talents. More importantly, we should actively explore the local fashion and realize the interactive development of localization and globalization. China's women's fashion magazines will be able to achieve new development, eventually to the international market.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.5;G206
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