《Vista看天下》品牌形象研究出版专业论文.docxVIP

I I 摘 要 摘 要 《Vista 看天下》杂志取得的成绩已经得到了行业内许多人的关注，杂志的特点也 非常值得分析和研究，从“高端文摘”到“做最好看的新闻杂志”，这其中的《Vista 看 天下》杂志经历了飞速的发展，广告发行量保持了 100%的增长速度，根据杂志期刊的 二次销售理论，高速的广告增长背后，一定是超高的销量增长，销量的增长必定是读者 对这本杂志的肯定，本文通过对《Vista 看天下》杂志的全面分析和研究，试图找出其 能够赢得如此声誉和销量的深层次的原因。 本文以《Vista 看天下》杂志为研究对象，通过对其全面的分析和研究，来探究《Vista 看天下》杂志的成功之道，思考其带给整个传统媒体尤其是期刊杂志类媒体的启示和意 义。本文共分五章展开论述，第一章对《Vista 看天下》杂志做了一个立体的扫描，包 括其起源和发展阶段；第二章引进了杂志的品牌概念，对《Vista 看天下》在品牌形成 中的一些特点进行了总结；第三章着重对《Vista 看天下》杂志的营销策略进行了分析， 其中引入了一些数据，作为对其中观点的支持，也通过数据发现了一些问题；第四章是 《Vista 看天下》杂志的编辑思想，通过编辑思想对内容进行了深入的分析，这些分析 有利于我们进一步理解《Vista 看天下》的成功原因；第五章点出了《Vista 看天下》杂 志的不足之处，以及我们能从中得到的经验和启示。 关键词 《Vista 看天下》 营销策略 编辑思想 启示 II II Abstract Abstract The magazine s achievements of Vista has been the concern of many people in the industry , the characteristics of the magazine is also very worthy of analysis and research , from the High-end Digest to Do the best looking news magazine which is Vista the magazine has experienced rapid development, advertising circulation to maintain a 100% growth rate, according to the theory of secondary sales of magazines , high-speed growth of advertising behind it must be ultra-high sales growth , sales growth must be the reader the affirmation of this magazine article by Vista a comprehensive analysis and research journal , trying to figure out which to win the deeper causes of such reputation and sales . In this paper, Vista magazine as the research object , through its comprehensive analysis and research , to explore the magazine s road to success , thinking it to the whole revelation of traditional media, especially periodicals and magazines media significance.This paper is divided into five chapters start on the first chapter of Vista magazine did a three-dimensional scanning , including its origin and development stage ; Chapter II introduced the concept of the magazine s brand of Vista in summarizes some of the characteristics of the formation of the brand ; Chapter III focuses on the magazine s marketing strategy, which intr