新媒体时代《优悦生活》杂志市场营销战略研究
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摘要
新媒体时代,媒体作为信息传播和舆论导向的平台表现形式更加丰富和多样。从报纸、杂志、广播、电视、户外媒体到网络门户网站、社交媒体平台等,传统媒体受到来自互联网的冲击。杂志尽管作为传统媒体形式存在,但丰富的社会资源平台和多样化的展现形式,在国内传媒市场中依然表现强劲的生命力。
尽管中国奢侈品市场的迅速发展带动了大量时尚杂志的兴起,广告市场也不断增长。但是,于此同时,我们看到时尚杂志市场已经逐渐进入发展成熟阶段,市场进入高饱和度状态。杂志需要更加精细的市场划分。其中时尚生活类杂志作为时尚杂志的分类之一,又是一类新的杂志分类。这类型杂志随着中国城市化进程的不断扩大,中产、白领阶层的群体成熟而逐渐在市场上占有一席之地。
本文通过时尚生活类杂志——《优悦生活(U Life)》为研究对象,结合时尚杂志发展的相关理论与实践,归纳分析杂志营销市场现况,解释了时尚生活类杂志的市场定位和营销特点。在此基础上,本文深入分析《优悦生活》杂志在国内及华南地区的竞争现况,通过SW0T分析,全面剖析杂志目前的优劣势及不足,针对复杂的媒体市场竞争情况和杂志自身条件,通过对广告经营、发行市场、多媒体市场发展及多种经营模式并存等方面的营销策略、整合营销方式进行全面的阐述。
At the era of new media, media spread information and direct public opinions in many different platforms. From newspaper, magazine, broadcast, TV, outdoor media to portal website and social media platform, traditional media take a hit from internet. As a traditional media form, magazine still has a strong vitality in domestic market with its plenty of social resource platform and spread methods.
The rapid growth of Chinese luxury market brings along a lot of fashion magazines, and the advertising market keeps growing quickly. Meanwhile fashion magazine market has entered a mature stage gradually and is close to high saturation. Magazines need to identify market segments. As a new kinds of journals, fashion life magazines hold space in market with middle class growing up in China.
This article takes the fashion life magazine 《U Life》 as an object, analyses the magazine's distribution, explains the fashion life magazines'market position and distribution character with relative theories and practices. At this basis, This article also carries on SWOT analysis deeply to the competitive situation of 《U Life》 in domestic market, especially in Southern China, finding its advantages and shortages. According to complicated media market and the magazine's situation, the article totally expounds marketing strategy innovation, including advertising operation, distribution, integrated multimedia market, and so on.
尽管中国奢侈品市场的迅速发展带动了大量时尚杂志的兴起,广告市场也不断增长。但是,于此同时,我们看到时尚杂志市场已经逐渐进入发展成熟阶段,市场进入高饱和度状态。杂志需要更加精细的市场划分。其中时尚生活类杂志作为时尚杂志的分类之一,又是一类新的杂志分类。这类型杂志随着中国城市化进程的不断扩大,中产、白领阶层的群体成熟而逐渐在市场上占有一席之地。
本文通过时尚生活类杂志——《优悦生活(U Life)》为研究对象,结合时尚杂志发展的相关理论与实践,归纳分析杂志营销市场现况,解释了时尚生活类杂志的市场定位和营销特点。在此基础上,本文深入分析《优悦生活》杂志在国内及华南地区的竞争现况,通过SW0T分析,全面剖析杂志目前的优劣势及不足,针对复杂的媒体市场竞争情况和杂志自身条件,通过对广告经营、发行市场、多媒体市场发展及多种经营模式并存等方面的营销策略、整合营销方式进行全面的阐述。
At the era of new media, media spread information and direct public opinions in many different platforms. From newspaper, magazine, broadcast, TV, outdoor media to portal website and social media platform, traditional media take a hit from internet. As a traditional media form, magazine still has a strong vitality in domestic market with its plenty of social resource platform and spread methods.
The rapid growth of Chinese luxury market brings along a lot of fashion magazines, and the advertising market keeps growing quickly. Meanwhile fashion magazine market has entered a mature stage gradually and is close to high saturation. Magazines need to identify market segments. As a new kinds of journals, fashion life magazines hold space in market with middle class growing up in China.
This article takes the fashion life magazine 《U Life》 as an object, analyses the magazine's distribution, explains the fashion life magazines'market position and distribution character with relative theories and practices. At this basis, This article also carries on SWOT analysis deeply to the competitive situation of 《U Life》 in domestic market, especially in Southern China, finding its advantages and shortages. According to complicated media market and the magazine's situation, the article totally expounds marketing strategy innovation, including advertising operation, distribution, integrated multimedia market, and so on.
引文
1龚军辉,期刊市场营销[M].湖南人民出版社,2010.
2吴蓓,我国女性时尚杂志的广告投放现状分析[J]中国传媒科技2012, (07).
3郑文艺等,杂志：被低估了的广告投放地带[J],《传媒》2007,(3)
4马晓京,从瑞丽和都市丽人看时尚杂志的营销策略[D],2007.
5丁滢,浅析杂志的事件营销-以时尚生活类杂志为例[J]媒体经营,2010,(3)
6尹韵公,中国传媒产业的发展现状与未来走势[J].新闻战线,2009,(01).
7朱晓敏,吴锋.“后赠品时代”时尚杂志发行营销策略[J]编辑之友,2007,(04)
8蓝颖频.中国传媒产业发展探源及对策研究[D]福建师范大学,2007
9张宏,媒介营销管理[M].北京大学出版社,2006.
10李芊,基于“三次售卖理论”的赢利模式体系构建与运用[J]编辑之友,2009,(01)
11林建宗,客户关系管理[M].清华大学出版社2011.
12(美)艾·里斯,广告的没落公共的崛起[M].山西人民出版社,2009.
13陈经超等,电子杂志广告效果探析——基于消费者的广告效果实验分析[J]广告大观理论版,2008,(01).
14王颖聪等,我国时尚杂志品牌竞争态势实证研究——以女性高码洋期刊市场为例[J]企业经济,2011,(01).
[1]龚军辉,期刊市场营销[M].湖南人民出版社,2010.
[2]吴蓓,我国女性时尚杂志的广告投放现状分析[J]中国传媒科技2012, (07)
[3]郑文艺等,杂志：被低估了的广告投放地带[J],《传媒》2007,(3)
[4]马晓京,从瑞丽和都市丽人看时尚杂志的营销策略[D],2007.
[5]丁滢,浅析杂志的事件营销一以时尚生活类杂志为例[J]媒体经营,2010,(3).
[6]尹韵公,中国传媒产业的发展现状与未来走势[J].新闻战线,2009,(01)
[7]朱晓敏,吴锋. “后赠品时代”时尚杂志发行营销策略[J]编辑之友,2007,(04)
[8]蓝颖频.中国传媒产业发展探源及对策研究[D]福建师范大学,2007
[9]张宏,媒介营销管理[M].北京大学出版社,2006.
[10]李芊,基于“三次售卖理论”的赢利模式体系构建与运用[J]编辑之友,2009,(01)
[11]林建宗,客户关系管理[M].清华大学出版社2011.
[12](美)艾·里斯,广告的没落公共的崛起[M].山西人民出版社,2009.
[13]陈经超等,电子杂志广告效果探析——基于消费者的广告效果实验分析[J]广告大观理论版,2008,(01).
[14]王颖聪等,我国时尚杂志品牌竞争态势实证研究——以女性高码洋期刊市场为例[J]企业经济,2011,(01)
2吴蓓,我国女性时尚杂志的广告投放现状分析[J]中国传媒科技2012, (07).
3郑文艺等,杂志：被低估了的广告投放地带[J],《传媒》2007,(3)
4马晓京,从瑞丽和都市丽人看时尚杂志的营销策略[D],2007.
5丁滢,浅析杂志的事件营销-以时尚生活类杂志为例[J]媒体经营,2010,(3)
6尹韵公,中国传媒产业的发展现状与未来走势[J].新闻战线,2009,(01).
7朱晓敏,吴锋.“后赠品时代”时尚杂志发行营销策略[J]编辑之友,2007,(04)
8蓝颖频.中国传媒产业发展探源及对策研究[D]福建师范大学,2007
9张宏,媒介营销管理[M].北京大学出版社,2006.
10李芊,基于“三次售卖理论”的赢利模式体系构建与运用[J]编辑之友,2009,(01)
11林建宗,客户关系管理[M].清华大学出版社2011.
12(美)艾·里斯,广告的没落公共的崛起[M].山西人民出版社,2009.
13陈经超等,电子杂志广告效果探析——基于消费者的广告效果实验分析[J]广告大观理论版,2008,(01).
14王颖聪等,我国时尚杂志品牌竞争态势实证研究——以女性高码洋期刊市场为例[J]企业经济,2011,(01).
[1]龚军辉,期刊市场营销[M].湖南人民出版社,2010.
[2]吴蓓,我国女性时尚杂志的广告投放现状分析[J]中国传媒科技2012, (07)
[3]郑文艺等,杂志：被低估了的广告投放地带[J],《传媒》2007,(3)
[4]马晓京,从瑞丽和都市丽人看时尚杂志的营销策略[D],2007.
[5]丁滢,浅析杂志的事件营销一以时尚生活类杂志为例[J]媒体经营,2010,(3).
[6]尹韵公,中国传媒产业的发展现状与未来走势[J].新闻战线,2009,(01)
[7]朱晓敏,吴锋. “后赠品时代”时尚杂志发行营销策略[J]编辑之友,2007,(04)
[8]蓝颖频.中国传媒产业发展探源及对策研究[D]福建师范大学,2007
[9]张宏,媒介营销管理[M].北京大学出版社,2006.
[10]李芊,基于“三次售卖理论”的赢利模式体系构建与运用[J]编辑之友,2009,(01)
[11]林建宗,客户关系管理[M].清华大学出版社2011.
[12](美)艾·里斯,广告的没落公共的崛起[M].山西人民出版社,2009.
[13]陈经超等,电子杂志广告效果探析——基于消费者的广告效果实验分析[J]广告大观理论版,2008,(01).
[14]王颖聪等,我国时尚杂志品牌竞争态势实证研究——以女性高码洋期刊市场为例[J]企业经济,2011,(01)