从《女友》的成功看我国本土化女性杂志发展

发布时间：2018-01-15 14:25

本文关键词：从《女友》的成功看我国本土化女性杂志发展　出处：《南京理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：2011年7月,《女友》杂志完成改制,成立女友传媒集团。20年的风风雨雨,《女友》杂志的不断壮大,无疑昭示着她走过了一条成功的发展道路。本文从分析《女友》的社会环境、传媒环境、同行竞争环境着手,解析《女友》发展定位。并利用案例分析法、对比法等方法,对《女友》三刊2009-2011年的内容进行分析,力图发现和归纳出《女友》杂志的成功之道,以便为我国本土化女性杂志寻求到一条适合其发展的道路提供借鉴。本文第一部分主要讲述了《女友》的发展概况,并对研究《女友》杂志的原因作出阐释,同时总结了学术界对《女友》杂志研究的现状,提出一些笔者的个人见解；第二部分主要分析了《女友》杂志发展的定位和流变,期刊的读者定位制约着杂志的内容设置,本土化女性杂志只有将期刊定位准确,才能解决为谁而刊的问题并取得成功；第三部分概括了《女友》的编辑理念,并对封面内容、板块设计、广告应用、栏目设置等方面进行分析；第四部分分析《女友》整合成女友传媒集团后,作出的资源整合、营销渠道整合、信息整合等调整。总之,为避免同质化现象的继续,我国的本土化女性杂志需要对自身的资源进行整合,打造一条特色化的营销路线,而其中对受众群的分析,则为我国本土化杂志开拓新的受众群体摆脱困境和走集团化发展之路提供理论依据。
[Abstract]:In July 2011, "girlfriend" magazine completed restructuring, the establishment of girlfriend media group. 20 years of ups and downs, "girlfriend" magazine continued to grow. Undoubtedly, she has gone through a successful development path. This paper analyzes the social environment, media environment and competition environment of girlfriend, analyzes the development orientation of girlfriend, and makes use of the case analysis method. This paper analyzes the contents of the third issue of "girlfriend" from 2009 to 2011, and tries to find out the successful way of "girlfriend" magazine. In order to provide reference for the local women magazine to find a suitable way for its development. The first part of this paper mainly describes the general situation of the development of "girlfriend", and explains the reasons for the study of "girlfriend" magazine, and summarizes the current situation of academic research on "girlfriend" magazine. Put forward some personal opinions of the author; The second part mainly analyzes the orientation and evolution of the magazine's development. The readers' orientation of the journal restricts the content setting of the magazine. In order to solve the problem of whom to publish and achieve success; The third part summarizes the editing idea of girlfriend, and analyzes the cover content, block design, advertising application, column setting and so on. The 4th part analyzes the adjustment of resources integration, marketing channel integration, information integration and so on after "girlfriend" integration into girlfriend media group. In short, to avoid the continuation of homogenization phenomenon. Our country's localization women's magazine needs to carry on the conformity to its own resources, creates a characteristic marketing route, but the analysis to the audience group. It provides the theoretical basis for our country's localization magazine to open up new audience groups to get rid of the predicament and to take the road of collectivization development.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2

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