本文關鍵詞： iPad雜志 時尚雜志 營銷戰(zhàn)略 4P+研究框架　出處：《中國海洋大學》2012年碩士論文　論文類型：學位論文

【摘要】：蘋果公司推出的iPad平板電腦為數(shù)字出版提供了全新的閱讀體驗，，也對傳統(tǒng)的雜志出版行業(yè)，尤其是市場份額最大的時尚類雜志，提出了新的挑戰(zhàn)。如何迎接數(shù)字化閱讀時代的到來，平衡傳統(tǒng)的平面雜志出版和新興的數(shù)字雜志出版的關系以實現(xiàn)出版企業(yè)的利益最大化，已經(jīng)成為全行業(yè)都函待解決的共同難題。本文從時尚類iPad雜志營銷戰(zhàn)略的角度切入，在傳統(tǒng)的市場營銷4P理論的基礎上，結(jié)合時尚類iPad雜志的特點，提出了4P+的營銷戰(zhàn)略研究框架，即在以時尚類雜志這種輕閱讀特征較為明顯且產(chǎn)業(yè)鏈綿長的iPad雜志中，營銷戰(zhàn)略應以傳統(tǒng)的市場營銷4P要素聚合并黏住目標受眾，以整合營銷、電子商務和增值服務等新的商業(yè)模來式創(chuàng)造收入。
[Abstract]:Apple's iPad tablet offers a new reading experience for digital publishing, as well as the traditional magazine publishing industry, especially fashion magazines with the largest market share. This paper presents a new challenge, how to meet the arrival of the digital reading era, and how to balance the relationship between the traditional print magazine publishing and the emerging digital magazine publication in order to maximize the interests of the publishing enterprises. From the perspective of fashion iPad magazine marketing strategy, based on the traditional marketing 4p theory. Combined with the characteristics of fashion iPad magazine, this paper puts forward the research framework of 4P marketing strategy, that is, in the fashion magazine, which is characterized by light reading and the industry chain is long. The marketing strategy should aggregate and stick to the target audience with the traditional marketing 4p elements to create revenue by integrating new business models such as marketing, e-commerce and value-added services.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2;F274

【引證文獻】

相關碩士學位論文 前1條

1 王欣然;時尚期刊數(shù)字化發(fā)展之路探析[D];暨南大學;2013年

本文編號：1456682