《读者》杂志品牌战略研究
发布时间：2019-05-01 07:29
【摘要】：《读者》是中国发行量最大的期刊,因此关注并研究《读者》的人很多。大多数研究基于《读者》的文化、内容以及营销的角度去分析《读者》,很少有人关注《读者》品牌战略方面的发展。本人认为,《读者》能够取得今天的辉煌,既因为她所坚持的人性化的办刊理念及迎合读者的阅读需求,也得益于她在品牌经营方面的不断探索和创新。因此,本人将从《读者》的品牌发展历程和品牌战略指导下《读者》的营销模式入手,分析《读者》在文化体制改革、数字化生存背景下的品牌发展战略,试提出解决的策略。 本文在绪论中界定相关理论的概念；第一章对《读者》品牌战略的发展和现状进行梳理；第二章对《读者》的营销策略进行分析,在品牌战略地指导下《读者》杂志发展之路的探析；第三章主要对《读者》在互联网时代的品牌战略探索,借鉴其他杂志的数字化生存,得出相关经验。并且在新媒介环境和文化体制改革的背景下,提出《读者》品牌战略发展的具体实施策略。
[Abstract]:Readers is the largest circulation journal in China, so there are many people who pay attention to and study readers. Most studies analyze readers based on their culture, content and marketing. Few people pay attention to the development of brand strategy. In my opinion, readers can achieve today's brilliance, not only because of her humanized concept of running journals and catering to readers' reading needs, but also because of her continuous exploration and innovation in brand management. Therefore, I will start with the brand development process of readers and the marketing mode of readers under the guidance of brand strategy, analyze the brand development strategies of readers under the background of cultural system reform and digital survival, and try to put forward the strategies to solve them. This paper defines the concept of related theories in the introduction. The first chapter combs the development and current situation of the brand strategy of "readers". The second chapter analyzes the marketing strategy of "readers", and probes into the development of "readers" magazine under the guidance of brand strategy; The third chapter mainly explores the brand strategy of readers in the Internet era, draws lessons from the digital survival of other magazines, and draws some relevant experiences. And under the background of the new media environment and cultural system reform, this paper puts forward the concrete implementation strategy of the brand strategy development.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5
本文编号：2469120
[Abstract]:Readers is the largest circulation journal in China, so there are many people who pay attention to and study readers. Most studies analyze readers based on their culture, content and marketing. Few people pay attention to the development of brand strategy. In my opinion, readers can achieve today's brilliance, not only because of her humanized concept of running journals and catering to readers' reading needs, but also because of her continuous exploration and innovation in brand management. Therefore, I will start with the brand development process of readers and the marketing mode of readers under the guidance of brand strategy, analyze the brand development strategies of readers under the background of cultural system reform and digital survival, and try to put forward the strategies to solve them. This paper defines the concept of related theories in the introduction. The first chapter combs the development and current situation of the brand strategy of "readers". The second chapter analyzes the marketing strategy of "readers", and probes into the development of "readers" magazine under the guidance of brand strategy; The third chapter mainly explores the brand strategy of readers in the Internet era, draws lessons from the digital survival of other magazines, and draws some relevant experiences. And under the background of the new media environment and cultural system reform, this paper puts forward the concrete implementation strategy of the brand strategy development.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5
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