我国男性时尚杂志品牌传播研究
发布时间：2019-04-02 00:04
【摘要】：随着我国经济的发展和人们消费观念的转变,我国男性时尚杂志迎来了一个快速发展的时期。杂志数量从2003年4月的5本一跃变为目前的近20种,市场销量也在大幅增加。 走品牌化之路已是我国男性时尚杂志的发展共识。如何进行有效的品牌传播成为了众多杂志面临的现实而迫切的问题。纵观我国男性时尚杂志领域,主要表现出以下三个问题：品牌定位模糊化、品牌推广同质化和品牌延伸的浅层化。 品牌传播的重要性不言而喻：有助于提高我国男性时尚杂志的识别度、有助于实现我国男性时尚杂志的双重效益、有助于培养我国男性时尚杂志的持久生命力。为此,本文选取男性时尚杂志领域第一梯队代表《时尚先生》和《男人装》,以个案分析的方式对二者在品牌传播方面的成功经验进行解析。并结合我国男性时尚杂志的现实问题,提出四点发展建议：一是深度细分市场,打造鲜明的品牌风格；二是整合媒介力量,创新品牌推广方式；三是以读者为中心,推进品牌传播内涵；四是适应时代需求,拓展男性时尚杂志品牌延伸空间。
[Abstract]:With the development of our country's economy and the change of people's consumption concept, our men's fashion magazine ushered in a period of rapid development. The number of magazines has jumped from 5 copies in April 2003 to nearly 20 today, and sales are also on the rise. The way to brand has been the common understanding of the development of male fashion magazines in China. How to carry out effective brand communication has become a realistic and urgent problem faced by many magazines. Throughout the field of men's fashion magazines in China, there are three main problems: vague brand positioning, brand promotion homogenization and shallow brand extension. The importance of brand communication is self-evident: it is helpful to improve the recognition of our male fashion magazines, to realize the double benefits of our male fashion magazines, and to cultivate the lasting vitality of our male fashion magazines. Therefore, this paper selects the first ladder of men's fashion magazine representatives "Mr. Fashion" and "Men's Wear" to analyze their successful experiences in brand communication by means of case-by-case analysis. Combined with the practical problems of Chinese men's fashion magazines, four development suggestions are put forward: one is to segment the market deeply, to create a distinctive brand style, the other is to integrate the media power and innovate the brand promotion methods. Third, take the reader as the center, promote the brand communication connotation; fourth, adapt to the needs of the times, expand the men's fashion magazine brand extension space.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5
本文编号：2452032
[Abstract]:With the development of our country's economy and the change of people's consumption concept, our men's fashion magazine ushered in a period of rapid development. The number of magazines has jumped from 5 copies in April 2003 to nearly 20 today, and sales are also on the rise. The way to brand has been the common understanding of the development of male fashion magazines in China. How to carry out effective brand communication has become a realistic and urgent problem faced by many magazines. Throughout the field of men's fashion magazines in China, there are three main problems: vague brand positioning, brand promotion homogenization and shallow brand extension. The importance of brand communication is self-evident: it is helpful to improve the recognition of our male fashion magazines, to realize the double benefits of our male fashion magazines, and to cultivate the lasting vitality of our male fashion magazines. Therefore, this paper selects the first ladder of men's fashion magazine representatives "Mr. Fashion" and "Men's Wear" to analyze their successful experiences in brand communication by means of case-by-case analysis. Combined with the practical problems of Chinese men's fashion magazines, four development suggestions are put forward: one is to segment the market deeply, to create a distinctive brand style, the other is to integrate the media power and innovate the brand promotion methods. Third, take the reader as the center, promote the brand communication connotation; fourth, adapt to the needs of the times, expand the men's fashion magazine brand extension space.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5
【参考文献】
相关期刊论文 前10条
1 文心 ,李艳华;《知音》杂志发展的三大战略探讨[J];编辑之友;2005年01期
2 张伯海;谈期刊品牌[J];出版参考;2003年07期
3 铭传;;男性杂志强调品牌经营[J];出版参考;2006年06期
4 熊晓鸽;《时尚》是我们与消费类期刊合作的成功典范[J];传媒;2003年Z1期
5 叶新;梁珂;;美国十大杂志品牌延伸[J];传媒;2007年12期
6 常晓武;;从孤琴独鸣到百家争鸣 中国男性时尚期刊简史[J];传媒;2009年09期
7 杨春兰;;《男人风尚》:将实用进行到底[J];传媒;2009年09期
8 崔江红;蔡振鹏;邹武;;调查者说:看好男刊市场[J];传媒;2009年09期
9 程德安;给媒体品牌延伸降降温[J];传媒观察;2004年09期
10 张子龙 ,杨实;品牌经营:期刊竞争新攻略[J];出版经济;2003年05期
相关硕士学位论文 前2条
1 平静;时尚期刊的品牌战略研究[D];南京师范大学;2006年
2 杨娅;中国内地男性时尚杂志研究[D];中央民族大学;2009年
，本文编号：2452032
本文链接：https://www.wllwen.com/shekelunwen/chubanfaxing/2452032.html
