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《知音》作为一本有近30年历史的纸质杂志,作为大众期刊的佼佼者,多年来保持了较高的发行量,拥有庞大的稳定读者群。随着国内期刊市场细分化、小众化的趋势日益凸显,以微博为首的新媒体异军突起,手机、电子读报器、平板电脑等阅读途径广泛普及,《知音》无论在方式上还是在内容上都面临严峻的挑战。除了在方式与内容上要大刀阔斧改革外,《知音》在推广运作上亦需要适应市场的新变化,采取相应的战略才能在新形势下留住读者、招引广告客户,并获得新的发展。本文以市场推广学中的“4P”理论为理论依据,从商品、定价、途径、促销四大要点剖析《知音》杂志现有的媒介推广战略,以问卷调查为实践支持,研讨《知音》杂志的推广战略,并运用SWOT分析法探讨在新形势下《知音》应当在哪些方面进行创新和革新,并提出相关的意见和主张。
As a magazines and magazines nearly 30 years old, “Zhixin”, as the leader of mass journals, has maintained a high circulation for many years and has a large and steady readership. With the segmentation of the domestic periodicals market, the trend towards the miniaturization has become increasingly prominent. New media such as Weibo has been sprung up everywhere. Reading channels such as mobile phones, electronic readers and tablets have been widely popularized. The content is facing severe challenges. Apart from drastic reforms in form and content, the company also needs to adapt itself to new changes in the market in terms of promotion and operation. Only by adopting appropriate strategies can it retain its readers, attract advertisers and make new progress under the new circumstances. Based on the theory of “4P ” in marketing science, this paper analyzes the existing media promotion strategies of “Zhiyin” magazine from the four major points of commodities, pricing, ways and promotions. Taking the questionnaire survey as the practical support, Magazine promotion strategy, and use SWOT analysis to explore in the new situation, “knowing” should be carried out in what aspects of innovation and innovation, and put forward relevant opinions and ideas.