《旅行家》的市场定位策略研究.pdfVIP

《旅行家》市场定位策略研究 摘 要 近年来，随着中国经济的飞速发展，旅游逐渐成为广大消费者的一种休闲 方式。而与之相关的旅游期刊行业也得到了长足的发展。在这些期刊中 《旅行家》 作为最早一本完全根据市场创办、以公司体制运作的旅行消费媒体在经过了近十 年的发展后，在旅游期刊市场拥有较高的知名度。随着全球经济一体化的趋势不 断增强，越来越多的国外期刊相继进入中国，而目前国内期刊市场相对落后，怎 样才能在激烈的竞争中立于不败之地，这是现在很多国内期刊杂志开始思考的问 题。尽管《旅行家》目前在中国市场上取得了不错的成绩，但与外刊相比仍然有 很多不足。本文通过对《旅行家》杂志的市场定位分析，包括对它的读者定位， 内容定位，广告定位以及发行发式进行透析，来找到目前杂志的不足。并对杂志 进行重新定位。最后，由《旅行家》的状况对未来杂志期刊的发展进行展望。期 望本文的研究能够为期刊业界的发展提供有借鉴意义的建议和启示。 关键词： 《旅行家》，市场定位，市场细分 《旅行家》市场定位策略研究 Abstract In recent years, as the development of economic of china become more and more quickly, travel is becoming a new fashion and popular pattern for many customers. And meantime the development of travel magazine has attained a new stage. In these magazines, 《traveler 》is the earliest travel magazine according to the ruler of market to operate. And after the development of ten years, 《traveler》has well known in travel magazine profession. As the competition intense gradually, more and more foreign magazines will enter china, but the circumstance of Chinese magazines is at a lower stage, so how to occupy a dominant position is a problem for many magazine. Although 《traveler 》 has occupied a better position, there are a lot of shortcoming compare with foreign magazines. In this chapter though analysis to the position of market which contain position of reader and advertisement to find the shortcoming of this magazine and discover a new position. In conclusion it discusses the problem to be paid attention in future management and looks forward to the magazine industry in China. It is hoped to afford some suggestions to be benefited to the progress of magazine industry. Key words ：《traveler》，position of market ，segmentation of market 《旅行家》市场定位策略研究