新媒体环境下《高峰傲》DM杂志转型研究
发布时间：2019-01-08 12:09
【摘要】：随着互联网的普及和新媒体的发展,传统的报刊、杂志、电视等媒体因广告收入难以维持而宣布停办的案例不在少数,传统DM杂志也同样面临这样的困境。而同为DM杂志的《高峰傲》在此过程中却保持着较佳的广告业绩,这不仅得益于“直投”的办刊形式,更在于其及时的新媒体转型。本文研究的主要内容是《高峰傲》杂志在新媒体环境下,在内容、形式、营销方式等方面所进行的转型。本文从新媒体环境下消费主义文化的转变解析传统DM杂志与新媒体环境的冲突;在对《高峰傲》DM杂志创办人及市场部经理进行访谈的基础上,简要介绍《高峰傲》DM杂志发展过程,可窥知其在2006年-2016年的发展过程中所经历的媒介环境的变化及其应对变化进行的转型,其中包括发展新媒体业务;随后,运用文本分析法、TF-IDF数据分析法等对《高峰傲》DM杂志文本内容、新媒体形式、发行渠道、投递方式具体分析和阐述,对其新媒体转型的形式、成效以及不足之处有了较为精准的把握,这也是本文的核心部分。本文结合整个上海地区的新媒体发展环境以及访谈而得的两位主要杂志管理者对于杂志进一步新媒体转型的期待,为其进一步发展提出策略建议。本文针对《高峰傲》DM杂志进行了产品和消费符号价值的定位,新媒体转型方式的解析及上海新媒体发展环境的背景介绍,使其能够进一步顺应新媒体环境的发展。
[Abstract]:With the popularity of the Internet and the development of new media, the traditional newspapers, magazines, television and other media because advertising revenue is difficult to maintain and announced that the case is not uncommon, traditional DM magazine is also facing such a dilemma. But the "peak pride" of DM magazine has maintained better advertising performance in this process, which is not only due to the "direct input" form of publication, but also due to its timely new media transformation. The main content of this paper is the transformation of the magazine in the new media environment, in terms of content, form, marketing methods and so on. This paper analyzes the conflict between the traditional DM magazine and the new media environment from the change of consumerism culture in the new media environment. Based on the interview with the founder and marketing manager of DM magazine, this paper briefly introduces the development process of DM magazine. The changes in the media environment experienced in the course of its development from 2006 to 2016 and the transformation of its response to the changes, including the development of new media business, can be seen; Then, the text analysis method, TF-IDF data analysis method and so on are used to analyze and elaborate the text content, new media form, distribution channel, delivery mode of DM magazine, and the form of its new media transformation. The effectiveness and shortcomings of the more accurate grasp, this is the core part of this paper. Based on the new media development environment of the whole Shanghai area and the expectations of the two major magazine managers for the further transformation of the new media, this paper puts forward some suggestions for the further development of the magazine. This paper focuses on the positioning of product and consumption symbol value, the analysis of new media transformation mode and the background of new media development environment in Shanghai, so that it can further adapt to the development of new media environment.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G237.5
本文编号：2404575
[Abstract]:With the popularity of the Internet and the development of new media, the traditional newspapers, magazines, television and other media because advertising revenue is difficult to maintain and announced that the case is not uncommon, traditional DM magazine is also facing such a dilemma. But the "peak pride" of DM magazine has maintained better advertising performance in this process, which is not only due to the "direct input" form of publication, but also due to its timely new media transformation. The main content of this paper is the transformation of the magazine in the new media environment, in terms of content, form, marketing methods and so on. This paper analyzes the conflict between the traditional DM magazine and the new media environment from the change of consumerism culture in the new media environment. Based on the interview with the founder and marketing manager of DM magazine, this paper briefly introduces the development process of DM magazine. The changes in the media environment experienced in the course of its development from 2006 to 2016 and the transformation of its response to the changes, including the development of new media business, can be seen; Then, the text analysis method, TF-IDF data analysis method and so on are used to analyze and elaborate the text content, new media form, distribution channel, delivery mode of DM magazine, and the form of its new media transformation. The effectiveness and shortcomings of the more accurate grasp, this is the core part of this paper. Based on the new media development environment of the whole Shanghai area and the expectations of the two major magazine managers for the further transformation of the new media, this paper puts forward some suggestions for the further development of the magazine. This paper focuses on the positioning of product and consumption symbol value, the analysis of new media transformation mode and the background of new media development environment in Shanghai, so that it can further adapt to the development of new media environment.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G237.5
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