傳統(tǒng)雜志跨媒體整合營(yíng)銷策略研究

文化產(chǎn)業(yè)管理論文編號(hào):WHCY133 論文字?jǐn)?shù):12739,頁(yè)數(shù):18 附任務(wù)書,開題報(bào)告,外文翻譯,文獻(xiàn)綜述

目  錄
緒論 1
（一） 國(guó)內(nèi)外研究背景 1
（二）本論文研究意義 1
一、 理論基礎(chǔ)和對(duì)以往研究的回顧 1
（一） 媒介融合理論研究概述 1
媒介融合的含義 2
（二）市場(chǎng)營(yíng)銷理論研究概述 2
（三） 跨媒體營(yíng)銷研究概述 3
二、 傳統(tǒng)雜志媒介融合環(huán)境分析和跨媒體營(yíng)銷可行性分析 3
（一） 傳統(tǒng)雜志媒介融合環(huán)境STEP分析 3
（二） 傳統(tǒng)雜志跨媒體營(yíng)銷的可行性分析 4
三、 傳統(tǒng)雜志分析與跨媒體整合 5
（一） 傳統(tǒng)雜志現(xiàn)狀 5
（二） 電子雜志現(xiàn)狀 7
（三） 傳統(tǒng)雜志跨媒體整合資源 7
四、 傳統(tǒng)雜志跨媒體整合營(yíng)銷策略 9
（一） 保障紙質(zhì)媒體質(zhì)量，開拓?cái)?shù)字化市場(chǎng) 9
（二） 保持發(fā)行收入穩(wěn)定、加強(qiáng)廣告經(jīng)營(yíng) 9
（三） 探索合理的定價(jià)和收費(fèi)方式和新的盈利模式 9
（四） 重新審視受眾定位與產(chǎn)品定位，爭(zhēng)取年輕受眾 9
（五） 打造品牌知名度，挖掘品牌資源、開發(fā)衍生產(chǎn)品 10
（六） 加快集團(tuán)化建設(shè)，優(yōu)勢(shì)互補(bǔ)、資源共享 10
（七） 加強(qiáng)人才隊(duì)伍建設(shè)，完善人力資源管理制度 10
（八） 建立內(nèi)容審核和版權(quán)保護(hù)長(zhǎng)效機(jī)制 11
結(jié)論 11
致 謝 12
參考文獻(xiàn) 13

 摘要：電子雜志快速發(fā)展，很多傳統(tǒng)報(bào)業(yè)集團(tuán)和傳統(tǒng)雜志都推出了其紙質(zhì)出版物的電子版本。新興媒體快速崛起和發(fā)展使得傳統(tǒng)雜志等紙質(zhì)媒體受到了強(qiáng)烈的沖擊。同時(shí)，隨著新興媒體的出現(xiàn)和發(fā)展，信息查閱方式和接收終端隨之多樣化，這也為傳統(tǒng)雜志的內(nèi)容的傳播和接收提供了更多的機(jī)會(huì)。數(shù)字技術(shù)的快速發(fā)展為傳統(tǒng)雜志業(yè)帶來(lái)了前所未有的挑戰(zhàn)和轉(zhuǎn)型機(jī)遇。在這樣的背景下，傳統(tǒng)雜志將用什么方式來(lái)應(yīng)對(duì)沖擊，并利用新技術(shù)來(lái)保證自身的生存和促進(jìn)自身的長(zhǎng)遠(yuǎn)發(fā)展？同時(shí)，各種媒介呈現(xiàn)出大融合的趨勢(shì)，電視、報(bào)刊等傳統(tǒng)媒介從細(xì)分又走向有目的的融合。通過(guò)各種媒介功能整合應(yīng)用，以獲得更好的傳播和營(yíng)銷效果，使各種媒介在這種融合當(dāng)中獲益。媒體集團(tuán)如果想壯大，就要接受、參與并利用好媒介融合，進(jìn)行跨媒體合作。對(duì)于傳統(tǒng)雜志也一樣，面對(duì)新媒體雜志的競(jìng)爭(zhēng)，就需要利用多種媒體的資源，進(jìn)行跨媒體整合營(yíng)銷。整合來(lái)自多方面的素材資源，豐富營(yíng)銷手段，才是當(dāng)前傳統(tǒng)雜志在應(yīng)對(duì)新媒體沖擊的最佳方法。
 關(guān)鍵詞：電子雜志；新媒體；媒介融合；跨媒體；整合營(yíng)銷

STUDY ON THE CROSS-MEDIA INTEGRATED MARKETING STRATEGY OF TRADITIONAL MAGAZINE
 Abstract: With rapid development of E-zine, many of the traditional newspaper groups and traditional magazines have launched an electronic version of their paper-based publications. Rapid growth and development of new media make many paper-based media, for example, the traditional magazine undergoes a strong impact. Meanwhile, with the emergence and development of new media, information access methods and receiving terminal will become more diverse, which will provide more opportunities to distribution and reception of traditional magazine content. The rapid development of digital technology makes traditional magazine industry has brought unprecedented challenges and opportunities for transformation. In this context, what form the traditional journal will be used to deal with shocks of E-zine, and how to use of new technologies to ensure their own long-term development for survival and promote? At the same time, a large variety of media show convergence trends, TV, newspapers and other traditional media segments and have again moved toward a purposeful integration. Through functional integration of a variety of media applications make them achieve better communication and marketing results, and integration among the various media, so that they achieve benefit. If Media Group want to grow strong, they must accept to media integration and participate in cross-media cooperation. Facing of competition from new media magazine, the traditional magazines also need to use a variety of media resources to conduct the cross-media integrated marketing. To integrate material from various media resource and to rich marketing means will be the best method of facing the impact from new media.
 Key words: E-zine ; New media ; Media convergence ; Cross-media ; Integrated marketing