【作者】 信萍；

【导师】 雷亮；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【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。更多还原

【Abstract】 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.更多还原