本文關(guān)鍵詞：從《女友》的成功看我國(guó)本土化女性雜志發(fā)展　出處：《南京理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 女友 受眾定位 編輯策略 本土化女性雜志

【摘要】：2011年7月,《女友》雜志完成改制,成立女友傳媒集團(tuán)。20年的風(fēng)風(fēng)雨雨,《女友》雜志的不斷壯大,無(wú)疑昭示著她走過(guò)了一條成功的發(fā)展道路。本文從分析《女友》的社會(huì)環(huán)境、傳媒環(huán)境、同行競(jìng)爭(zhēng)環(huán)境著手,解析《女友》發(fā)展定位。并利用案例分析法、對(duì)比法等方法,對(duì)《女友》三刊2009-2011年的內(nèi)容進(jìn)行分析,力圖發(fā)現(xiàn)和歸納出《女友》雜志的成功之道,以便為我國(guó)本土化女性雜志尋求到一條適合其發(fā)展的道路提供借鑒。 本文第一部分主要講述了《女友》的發(fā)展概況,并對(duì)研究《女友》雜志的原因作出闡釋,同時(shí)總結(jié)了學(xué)術(shù)界對(duì)《女友》雜志研究的現(xiàn)狀,提出一些筆者的個(gè)人見解；第二部分主要分析了《女友》雜志發(fā)展的定位和流變,期刊的讀者定位制約著雜志的內(nèi)容設(shè)置,本土化女性雜志只有將期刊定位準(zhǔn)確,才能解決為誰(shuí)而刊的問(wèn)題并取得成功；第三部分概括了《女友》的編輯理念,并對(duì)封面內(nèi)容、板塊設(shè)計(jì)、廣告應(yīng)用、欄目設(shè)置等方面進(jìn)行分析；第四部分分析《女友》整合成女友傳媒集團(tuán)后,作出的資源整合、營(yíng)銷渠道整合、信息整合等調(diào)整�？傊�,為避免同質(zhì)化現(xiàn)象的繼續(xù),我國(guó)的本土化女性雜志需要對(duì)自身的資源進(jìn)行整合,打造一條特色化的營(yíng)銷路線,而其中對(duì)受眾群的分析,則為我國(guó)本土化雜志開拓新的受眾群體擺脫困境和走集團(tuán)化發(fā)展之路提供理論依據(jù)。
[Abstract]:In July 2011, "girlfriend" magazine completed restructuring, the establishment of girlfriend media group. 20 years of ups and downs, "girlfriend" magazine continued to grow. Undoubtedly, she has gone through a successful development path. This paper analyzes the social environment, media environment and competition environment of girlfriend, analyzes the development orientation of girlfriend, and makes use of the case analysis method. This paper analyzes the contents of the third issue of "girlfriend" from 2009 to 2011, and tries to find out the successful way of "girlfriend" magazine. In order to provide reference for the local women magazine to find a suitable way for its development. The first part of this paper mainly describes the general situation of the development of "girlfriend", and explains the reasons for the study of "girlfriend" magazine, and summarizes the current situation of academic research on "girlfriend" magazine. Put forward some personal opinions of the author; The second part mainly analyzes the orientation and evolution of the magazine's development. The readers' orientation of the journal restricts the content setting of the magazine. In order to solve the problem of whom to publish and achieve success; The third part summarizes the editing idea of girlfriend, and analyzes the cover content, block design, advertising application, column setting and so on. The 4th part analyzes the adjustment of resources integration, marketing channel integration, information integration and so on after "girlfriend" integration into girlfriend media group. In short, to avoid the continuation of homogenization phenomenon. Our country's localization women's magazine needs to carry on the conformity to its own resources, creates a characteristic marketing route, but the analysis to the audience group. It provides the theoretical basis for our country's localization magazine to open up new audience groups to get rid of the predicament and to take the road of collectivization development.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 包東喜;;百尺雪中見 一聲風(fēng)里聞——新中國(guó)60年60刊評(píng)述與回眸[J];編輯之友;2009年09期

2 楊麗萍;;3G時(shí)代,女性期刊的內(nèi)容定位反思[J];編輯之友;2010年03期

3 楊亦婧;;中國(guó)女性時(shí)尚雜志廣告解析[J];今傳媒;2008年06期

4 管益農(nóng);弘揚(yáng)中華民族的傳統(tǒng)美德──評(píng)《女友》一次成功的策劃[J];報(bào)刊之友;1996年04期

5 涑汾;風(fēng)景這邊獨(dú)好——中國(guó)婦女地位的歷史演進(jìn)[J];滄桑;2001年02期

6 張若一;;從《女友》轉(zhuǎn)型看期刊編輯的新定位[J];傳媒;2007年05期

，

本文編號(hào)：1428751