试析我国期刊营销策略

发布时间：2018-05-07 09:41

本文选题：期刊 + 受众　；参考：《广西大学》2007年硕士论文

【摘要】： 以市场营销为龙头开展的期刊运营已成为我国期刊业的必然趋势，，目前中国期刊业的市场化、产业化程度还不高，远不足以应对期刊数量多、同质化竞争严重的生存环境，只有制定可行的、灵活的期刊营销策略才能在激烈的市场竞争中立于不败之地。期刊营销策略应在分析受众市场的基础上，进行包括产品、定价、广告、发行渠道建设、活动营销、促销和跨媒体营销七个方面的营销策略的制定。分析受众市场包括市场细分、目标市场的选择。市场细分可依据的指标分别是，人口年龄结构、性别分布情况、家庭及其人口数量、教育程度、地理分布情况和人口流动情况等六项；目标市场的选择有无差别市场、差别性市场和集中性市场三种方式。产品营销包括期刊产品的内容策划、编辑以及版式设计；期刊产品的定价方法，包括目标利润导向定价法、发行量导向定价法、盈利点导向定价法和心理导向定价法；发行渠道的建设应该遵循从确认渠道需求，到确认分销模式，甄选渠道发行商，控制、协同渠道发行商工作的逻辑。
[Abstract]:Periodical operation based on marketing has become an inevitable trend in China's periodical industry. At present, the marketization and industrialization of Chinese periodical industry are not high enough to cope with the existence environment in which the number of periodicals is large and the homogeneous competition is serious. Only by making feasible and flexible marketing strategy can we be in an invincible position in the fierce market competition. On the basis of analyzing the audience market, periodical marketing strategies should be formulated in seven aspects, including product, pricing, advertising, distribution channel construction, campaign marketing, promotion and cross-media marketing. Analysis of the audience market, including market segmentation, the choice of the target market. The indicators on which market segmentation can be based are: age structure of population, gender distribution, number of households and their population, educational level, geographical distribution and population mobility, etc. Differential market and centralized market three ways. Product marketing includes content planning, editing and layout design of periodical products, pricing methods of periodical products, including target profit oriented pricing method, circulation volume oriented pricing method, profit point oriented pricing method and psychological oriented pricing method. The construction of distribution channel should follow the logic of confirming channel demand, confirming distribution mode, selecting channel distributor, controlling and cooperating with channel distributor.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G235

【引证文献】