境外杂志在中国的广告营销现状研究 _ 以《读者文摘》为例.pdfVIP

论 文 摘 要 本文的研究对象是在中国的境外杂志。自2001 年加入 WTO 后，中国就已 经被卷入了全球传播的浪潮中，其中，境外杂志可以说是当下中国文化市场中的 一支重要力量，不管成功与否，中国本土杂志行业都能从它们在中国市场的发展 现状中获得启示。 本文试图通过分析境外杂志的广告营销策略呈现出其生存现状。广告营销是 当下杂志在市场中生存的重要途径。因此，一本杂志的广告营销策略能够较为准 确地反映其政策面、市场面、产品面及资本面的生存现状。《读者文摘》以其悠 扬的历史、进入中国市场之时机和方式的普遍性、以及杂志定位的特殊性，成为 众多在中国的境外杂志的代表，成为笔者在本研究中进行个案分析的对象。 因此，本文以 《读者文摘》为例，通过对杂志广告营销的量化与质化分析， 呈现出境外杂志在中国的生存现状，为中国期刊市场、乃至整个文化商品市场的 建设与发展提供实战案例。 关键词：境外杂志，广告营销，读者文摘 ABSTRACT The object of this study is foreign magazines in China. Since joining WTO, China has been involved in global communication, among which foreign magazines in China can be regarded as a very important role in Chinese cultural market. Whether successful or not, they can always enlighten Chinese local magazines by their current situation in China. This thesis makes no effort to unfold the current situation of foreign magazines in China by analyzing their strategies of marketing and advertising. Taking proper strategies of marketing and advertising is a very important method to develop successfully in Chinese market for current magazines. Thus, the strategy of marketing and advertising can precisely present magazines ’ current situation of policy, market, product and capital. Reader ’s Digest can represent foreign magazines in China very well because of its long history, its common time and way of launching Chinese market, and its special magazine position. And that’s why it is chosen as the example of case analysis in this thesis. As a result, this thesis aims to present the current situation of foreign magazines in China through the quantity and quality analysis of their marketing and advertising strategies, among which Reader’s Digest is chosen as an example. And also, this thesis aims to enlighten