《足球世界》杂志的历史、现状及发展对策
发布时间：2018-08-20 18:16
【摘要】： 本论文以新中国第一本足球专业杂志《足球世界》为研究对象,采用文献资料法、比较分析法,个案分析法等研究方法,依据“三次销售”理论,再结合《足球世界》杂志发展的特点,对《足球世界》杂志进行了分阶段的讨论和分析。 首先概述了《足球世界》杂志的历史进程,主要从发展背景、发行模式和销售模式等方面对《足球世界》杂志的诞生期、一次销售期和二次销售期进行了简要的概括和总结。 其次对现阶段我国大众体育杂志和足球类杂志的构成进行了统计分析,并总结了目前《足球世界》杂志的内容特点、广告特点、销售模式和发行模式,分析出《足球世界》杂志现在面临的主要问题:市场竞争激烈,占有率不高;内容同质化,原创内容少,缺乏个性;市场定位不成功,广告销售存在瓶颈;资金支持不够,无外刊合作;编辑部人力不足、人才缺乏;发行渠道不畅。 最后,本文对《足球世界》杂志的发展前景进行了预测,并针对现阶段面临的主要问题提出了发展对策,即打造《足球世界》杂志的核心竞争力。主要从编辑学、营销学角度对以下4方面进行探讨:1、内容策划,包括读者定位、特色风格定位和编辑定位;2、广告策划,包括广告产品定位和广告设计定位;3、发行策划,包括发行方式选择和发行价格策略:4、品牌营销、包括杂志品牌的内涵,品牌的宣传推广以及品牌的创新、维护。
[Abstract]:This paper takes Football World, the first football professional magazine of New China, as the research object, adopts the methods of literature, comparative analysis and case analysis, and according to the theory of "three sales". Combined with the characteristics of the development of the world of football magazine, this paper discusses and analyzes the magazine in stages. This paper first summarizes the historical process of "Football World" magazine, mainly from the development background, distribution model and sales model, etc., briefly summarizes the birth period, the first sale period and the second sale period of the magazine. Secondly, this paper makes a statistical analysis on the composition of mass sports magazines and football magazines in our country at present, and summarizes the content characteristics, advertising features, sales patterns and distribution patterns of the current "Football World" magazine. The main problems faced by Football World magazine are analyzed: fierce market competition, low share; homogenization of content, lack of original content and lack of individuality; unsuccessful market positioning, bottleneck of advertising sales, insufficient financial support, No foreign journal cooperation; editorial department lack of manpower, lack of talent; distribution channels are not smooth. Finally, this paper forecasts the development prospects of the magazine "Football World", and puts forward the development countermeasures, that is, to build the core competitiveness of the magazine "World of Football" in view of the main problems in the present stage. This paper mainly discusses the following four aspects: 1: 1, content planning, including reader orientation, characteristic style positioning and editorial orientation, advertising planning, including advertising product positioning and advertising design positioning, and distribution planning. It includes distribution mode selection and distribution price strategy: 4, brand marketing, including magazine brand connotation, brand promotion, brand innovation and maintenance.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G843-55
本文编号：2194561
[Abstract]:This paper takes Football World, the first football professional magazine of New China, as the research object, adopts the methods of literature, comparative analysis and case analysis, and according to the theory of "three sales". Combined with the characteristics of the development of the world of football magazine, this paper discusses and analyzes the magazine in stages. This paper first summarizes the historical process of "Football World" magazine, mainly from the development background, distribution model and sales model, etc., briefly summarizes the birth period, the first sale period and the second sale period of the magazine. Secondly, this paper makes a statistical analysis on the composition of mass sports magazines and football magazines in our country at present, and summarizes the content characteristics, advertising features, sales patterns and distribution patterns of the current "Football World" magazine. The main problems faced by Football World magazine are analyzed: fierce market competition, low share; homogenization of content, lack of original content and lack of individuality; unsuccessful market positioning, bottleneck of advertising sales, insufficient financial support, No foreign journal cooperation; editorial department lack of manpower, lack of talent; distribution channels are not smooth. Finally, this paper forecasts the development prospects of the magazine "Football World", and puts forward the development countermeasures, that is, to build the core competitiveness of the magazine "World of Football" in view of the main problems in the present stage. This paper mainly discusses the following four aspects: 1: 1, content planning, including reader orientation, characteristic style positioning and editorial orientation, advertising planning, including advertising product positioning and advertising design positioning, and distribution planning. It includes distribution mode selection and distribution price strategy: 4, brand marketing, including magazine brand connotation, brand promotion, brand innovation and maintenance.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G843-55
【引证文献】
相关硕士学位论文 前2条
1 王建强;中国电视体育解说的现状研究[D];北京体育大学;2010年
2 刘萌;《足球周刊》之中英足球报道对比研究[D];西南政法大学;2010年
，本文编号：2194561
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