《最小说》的视觉营销探析
发布时间：2018-11-29 08:57
【摘要】：科学技术的不断进步与消费观念的变化使视觉图像发挥着越来越重要的作用,在视觉消费盛景的包围下,视觉图像逐渐成为人们互相传递和读取信息的主要方式。以《最小说》为代表的青春文学杂志在进入市场之后,带来了文学市场的繁荣。《最小说》惊人的发行量,逐渐成为文学杂志市场中的翘楚,其视觉营销在促进杂志销售方面发挥着举足轻重的作用。 《最小说》杂志具有十分鲜明的特征,它的构图、插画、色彩等方面都从不同程度上反映了杂志整体定位与风格。全文是围绕《最小说》的视觉元素营销力而展开论述,共分为五章内容：第一章为绪论,属于基础性的研究,是研究背景与对象、综述、意义、思路与方法等内容的交代；第二章《最小说》概述,对该杂志的发展历程及其视觉元素进行了简要概述,为后文的分析提供一定的依据；第三章视觉营销概述,总结视觉营销在国内外的发展状况,并把视觉营销概念在文学杂志领域的延伸进行了概述；第四章《最小说》视觉元素的营销力探析,首先对视觉元素的概念与依据进行界定；其次对六大元素营销力进行探析。第五章视觉营销趋势对杂志营销的启示,主要总结图像营销趋势、品牌营销趋势、色彩营销趋势、新媒体应用趋势四个方面对杂志营销的启示。第四章为本文的核心内容,在对《最小说》杂志的封面、导读与字体设计、插画、标识、色彩、书籍装帧6类视觉元素进行调查分析的基础上,探讨各视觉元素的营销力。 本文首次将视觉营销理论应用到文学杂志领域,结合此次实际调查问卷,进行《最小说》的视觉营销探析。
[Abstract]:With the development of science and technology and the change of consumption concept, visual image is playing a more and more important role. Surrounded by visual consumption, visual image has gradually become the main way for people to transmit and read information from each other. The youth literature magazine, represented by "the most novel", has brought prosperity to the literature market after entering the market. The astonishing circulation of the "most novel" has gradually become the leader in the literary magazine market. Its visual marketing plays an important role in promoting magazine sales. The most novel magazine has very distinct characteristics, its composition, illustration, color and other aspects all reflect the overall positioning and style of the magazine in varying degrees. The thesis is divided into five chapters: the first chapter is the introduction, which belongs to the basic research, is the research background and object, the summary, the significance, the thought and the method and so on. The second chapter "the most novel" overview, the development of the magazine and the visual elements of a brief overview, for later analysis of a certain basis; The third chapter summarizes the visual marketing, summarizes the development of visual marketing at home and abroad, and summarizes the concept of visual marketing in the field of literature magazine. The fourth chapter "the most novel" the visual element marketing power analysis, first to the visual element concept and the basis carries on the definition, secondly carries on the analysis to the six big elements marketing power. The fifth chapter summarizes the enlightenment of visual marketing trend to magazine marketing, mainly summarizes the image marketing trend, brand marketing trend, color marketing trend, new media application trend of four aspects of the magazine marketing enlightenment. The fourth chapter is the core content of this paper. Based on the investigation and analysis of the cover, reading guide and font design, illustration, logo, color, and book binding of the magazine, the marketing power of each visual element is discussed. This paper applies the theory of visual marketing to literature magazine for the first time.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235
本文编号：2364557
[Abstract]:With the development of science and technology and the change of consumption concept, visual image is playing a more and more important role. Surrounded by visual consumption, visual image has gradually become the main way for people to transmit and read information from each other. The youth literature magazine, represented by "the most novel", has brought prosperity to the literature market after entering the market. The astonishing circulation of the "most novel" has gradually become the leader in the literary magazine market. Its visual marketing plays an important role in promoting magazine sales. The most novel magazine has very distinct characteristics, its composition, illustration, color and other aspects all reflect the overall positioning and style of the magazine in varying degrees. The thesis is divided into five chapters: the first chapter is the introduction, which belongs to the basic research, is the research background and object, the summary, the significance, the thought and the method and so on. The second chapter "the most novel" overview, the development of the magazine and the visual elements of a brief overview, for later analysis of a certain basis; The third chapter summarizes the visual marketing, summarizes the development of visual marketing at home and abroad, and summarizes the concept of visual marketing in the field of literature magazine. The fourth chapter "the most novel" the visual element marketing power analysis, first to the visual element concept and the basis carries on the definition, secondly carries on the analysis to the six big elements marketing power. The fifth chapter summarizes the enlightenment of visual marketing trend to magazine marketing, mainly summarizes the image marketing trend, brand marketing trend, color marketing trend, new media application trend of four aspects of the magazine marketing enlightenment. The fourth chapter is the core content of this paper. Based on the investigation and analysis of the cover, reading guide and font design, illustration, logo, color, and book binding of the magazine, the marketing power of each visual element is discussed. This paper applies the theory of visual marketing to literature magazine for the first time.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235
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