打造小众期刊品牌研究

发布时间：2018-04-02 08:50

本文选题：期刊　切入点：小众化　出处：《山东大学》2010年硕士论文

【摘要】： 按照新闻出版总署的要求,到2011年,全国9000多种非时政类期刊必须全部完成转企改制,这使得期刊业发展面临着新的机遇和挑战。但从我国特别是我省期刊业发展现状来看,期刊运行体制、经营机制还存在诸多问题,名刊大刊少,叫得响的期刊品牌更少,且大部分期刊经营乏力、实力不强。发展现状还不适应经济社会发展的要求,也不能很好地满足群众日益增长的文化需求。在分众传媒时代,顺应经济社会发展趋势,探寻期刊内在发展规律,开展对打造小众期刊品牌的研究无疑将有助于期刊在激烈的市场竞争中做大做强。本文共分为三大部分。第一部分,首先对打造小众期刊品牌研究的起因和意义进行了说明；接着对期刊市场细分进行了理论上的解构,并结合对品牌、品牌战略等概念的阐释,对期刊实施品牌战略进行了论述。然后重点研究了在分众化背景下,把打造小众期刊和实施品牌战略结合起来的可能性和实践意义。第二部分,通过对我国及我省期刊发展现状的解读,分析了我国小众期刊品牌经营状况以及存在的问题,并在操作层面上,对打造小众期刊品牌进行了探讨。第三部分,结合对品牌文化的解读,阐述了品牌文化对打造期刊品牌和做好小众期刊品牌延伸的重要意义,并结合国内外的成功案例对小众期刊品牌延伸方式进行了阐述。
[Abstract]:According to the requirements of the General Administration of Press and publication, by 2011, more than 9000 kinds of non-current political periodicals in China must be transformed into enterprises, which makes the development of the periodical industry face new opportunities and challenges.However, from the current situation of periodical industry development in our country, especially in our province, there are still many problems in the running system and management mechanism of periodicals, such as the number of famous periodicals, the fewer brands of famous periodicals, and the weak management and strength of most periodicals.The present situation does not meet the requirements of economic and social development, nor can it meet the increasing cultural needs of the masses.In the age of mass media, following the trend of economic and social development, exploring the internal rules of periodical development, and carrying out the research on building a niche periodical brand will undoubtedly help the periodical to become bigger and stronger in the fierce market competition.This paper is divided into three parts.In the first part, the author explains the cause and significance of the research on creating a niche periodical brand, then deconstructs the periodical market segmentation in theory, and explains the concepts of brand, brand strategy and so on.This paper discusses the implementation of brand strategy in periodicals.Then it focuses on the possibility and practical significance of combining the building of niche journals with the implementation of brand strategy under the background of diversification.The second part, through the analysis of the current situation of periodical development in our country and our province, analyzes the management situation and existing problems of the minority periodical brand in our country, and probes into how to build the brand of the minority periodical on the operational level.The third part, combined with the interpretation of brand culture, expounds the significance of brand culture in creating periodical brand and doing a good job of brand extension of niche periodicals, and expounds the mode of brand extension of minority periodicals combined with successful cases at home and abroad.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.5

【引证文献】