本文選題：期刊 + 品牌�。� 參考：《北京印刷學(xué)院》2009年碩士論文

【摘要】： 改革開(kāi)放30年來(lái),我國(guó)期刊市場(chǎng)化改革日漸深入,同時(shí),國(guó)外強(qiáng)勢(shì)期刊正一步步進(jìn)入國(guó)內(nèi)期刊市場(chǎng)。面對(duì)嚴(yán)峻的挑戰(zhàn)和激烈的競(jìng)爭(zhēng),進(jìn)行品牌延伸,為期刊應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)和數(shù)字化挑戰(zhàn)提供了可能。 近年來(lái),我國(guó)期刊在品牌延伸方面已經(jīng)進(jìn)行了積極地探索與嘗試,并取得了一定的效果,如《知音》、《時(shí)尚》、《瑞麗》、《中國(guó)企業(yè)家》等知名期刊都在品牌延伸方面有所建樹(shù)。不過(guò),與國(guó)外成熟的期刊集團(tuán)相比,我國(guó)的期刊相對(duì)較為弱小,品牌價(jià)值、經(jīng)營(yíng)管理水平也與前者存在較大的差距。因此,通過(guò)對(duì)國(guó)外期刊品牌延伸的研究,可以為我國(guó)期刊業(yè)提供很好的借鑒。 期刊是一種典型的品牌媒體。和其他大眾媒體相比,期刊進(jìn)行品牌延伸具有十分獨(dú)特的優(yōu)勢(shì)。本論文對(duì)此進(jìn)行了系統(tǒng)地獨(dú)創(chuàng)性論證,同時(shí)對(duì)期刊品牌延伸的概念和特征、理論和現(xiàn)實(shí)意義、理論分析、延伸方式和延伸原則等進(jìn)行了探討。
[Abstract]:Since the reform and opening up 30 years ago, the market-oriented reform of Chinese periodicals has been deepening day by day. At the same time, the powerful foreign periodicals are entering the domestic periodical market step by step. In the face of severe challenge and fierce competition, brand extension provides the possibility for periodicals to deal with the fierce market competition and digital challenge. In recent years, Chinese periodicals have been actively exploring and trying in brand extension, and have achieved certain results, such as "confidant", "Fashion", "Ruili", "Chinese Entrepreneur" and other well-known periodicals have made some achievements in brand extension. However, compared with the foreign mature periodical group, the periodical of our country is relatively weak, the brand value, the management level also has the big disparity with the former. Therefore, through the research of foreign periodical brand extension, we can provide a good reference for our periodical industry. Periodical is a typical brand media. Compared with other mass media, periodical brand extension has a very unique advantage. This paper has carried on the systematic originality demonstration to this, at the same time has carried on the discussion to the periodical brand extension concept and the characteristic, the theory and the realistic significance, the theory analysis, the extension way and the extension principle and so on has carried on the discussion.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

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