《时尚》期刊的品牌策略研究.pdfVIP

《时尚》期刊的品牌策略研究 摘 要 近年来，期刊传媒业飞速发展，竞争日益激烈。期刊经营者们都在不断探索，努力寻求一条 能让自己的刊物在市场竞争中脱颖而出的成功之路。在这些期刊媒体中，于1993年创刊的时尚类 期刊——《时尚》，因其较高的市场化运作程度、独特的品牌化经营理念、良好的经营状况以及 比较迅速的发展态势（11 年来成功推出 12 本子刊），在当今中国期刊市场上具有较高的知名度 和影响力。其中，颇具特色的品牌策略是其成功的关键。本文对《时尚》期刊的品牌培育过程进 行梳理与归纳,从市场运作的角度，对其品牌定位、品牌个性进行阐述分析；对其颇具特色的以品 牌为核心的经营模式，如整体的运作模式、出版人制等进行研究探讨；总结出其品牌经营过程中 所运用的品牌策略，其中，商品品牌与期刊媒体品牌相互提升的广告策略独具匠心，品牌延伸策 略更值得期刊界的关注与采纳。最后，讨论《时尚》在未来经营中需要注意的问题，并对中国期 刊界的未来发展趋势做出展望。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： 《时尚》 品牌 品牌策略 品牌定位 I 《时尚》期刊的品牌策略研究 Abstract In these years, magazine medium industry have had a rapid progress, the challenge is more and more intense. The operators of the magazines are all making efforts to show their talent in the challenge of the magazine market. The magazine Trendsmag, started publication in 1993, has being well-known in their field in China, due to the excellent management ideas in trademark and mature development trend. The element to be successful is their distinctive management strategies. In this article, it shows the developing process of the trademark, and gives the concrete conclusion of their development. From the point of view in market operation, it illustrates its trademark orientation and characteristic; put forward their factors in developing trademark; it studies their special management pattern; it concludes their trademark strategy in management. It’s more important that we should pay attention to and adopt their strategies that are not only in accelerative advertisement with each other between products and magazine media, but also in trademark expansion. At last, it discusses the problem to be paid attention in future management and looks f