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  本文關(guān)鍵詞：從《女友》的成功看我國本土化女性雜志發(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。20年的風(fēng)風(fēng)雨雨,《女友》雜志的不斷壯大,無疑昭示著她走過了一條成功的發(fā)展道路。本文從分析《女友》的社會環(huán)境、傳媒環(huán)境、同行競爭環(huán)境著手,解析《女友》發(fā)展定位。并利用案例分析法、對比法等方法,對《女友》三刊2009-2011年的內(nèi)容進行分析,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,并對研究《女友》雜志的原因作出闡釋,同時總結(jié)了學(xué)術(shù)界對《女友》雜志研究的現(xiàn)狀,提出一些筆者的個人見解；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確,才能解決為誰而刊的問題并取得成功；第三部分概括了《女友》的編輯理念,并對封面內(nèi)容、板塊設(shè)計、廣告應(yīng)用、欄目設(shè)置等方面進行分析；第四部分分析《女友》整合成女友傳媒集團后,作出的資源整合、營銷渠道整合、信息整合等調(diào)整。總之,為避免同質(zhì)化現(xiàn)象的繼續(xù),我國的本土化女性雜志需要對自身的資源進行整合,打造一條特色化的營銷路線,而其中對受眾群的分析,則為我國本土化雜志開拓新的受眾群體擺脫困境和走集團化發(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)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G239.2

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