受眾細分視域下的《新周刊》研究
發(fā)布時間：2018-10-24 09:33
【摘要】：秉承“新銳”理念的《新周刊》發(fā)展至今已有十五年,是國內發(fā)展比較成功的知名新聞期刊�！缎轮芸穭�(chuàng)辦于20世紀90年代中期,處在社會經濟轉型時期,這個階段國內的媒介環(huán)境處于市場化起步階段,大眾化的傳播方式仍是主流。隨著傳媒的逐漸開放和走向市場化,以及“第四媒體”的興起,受眾細分的形式趨于明晰。面對市場的挑戰(zhàn)以及來自新媒體的威脅,《新周刊》的辦刊過程也是一個不斷自我調整和適應市場的過程。從初創(chuàng)時的危機,名聲打響后的紅火到現在路線的逐漸平穩(wěn),《新周刊》始終在追尋市場走向,把握讀者需求的探索之中,因此也形成了有自我特色甚至比較有借鑒意義的“新周模式”。 同時,轉型期之后的社會經濟發(fā)展也促成了受眾開始走向分層,而中產階層是其中涌現的比較突出的一個群體。這個群體的人擁有較高的教育水平、經濟能力和消費水平,對事物的判斷有一定的理性思考和自我見解,熱衷于追求新事物,對信息獲取的要求也比較高,與之相適應的是針對這一群體的中產階層刊物的出現�！缎轮芸返哪繕耸鼙娂词撬枷胄落J的中產階層,因此,它的辦刊策略也始終圍繞中產階層所需而展開。 本文從受眾細分化的角度切入,從編輯策略和營銷策略兩個方向出發(fā)對《新周刊》針對目標受眾所制定的各方面的策略進行研究。分析策略的內容特點,效果以及不足之處,并對當前市場狀況下《新周刊》及雜志業(yè)的發(fā)展前景進行展望,并嘗試對其存在的問題提出應對思路。
[Abstract]:"New Weekly", which has been developed for 15 years, is a well-known news periodical with relatively successful development in China. Founded in the mid-1990s, it is in a period of social and economic transformation. At this stage, the media environment in China is in the initial stage of marketization, and the popular mode of communication is still the mainstream. With the gradual opening and marketization of the media, and the rise of the fourth media, the form of audience segmentation tends to be clear. Facing the challenge of the market and the threat from the new media, the running process of New Weekly is also a process of self-adjustment and adaptation to the market. From the crisis in its infancy, from the popularity of fame to the gradual stability of the present line, New Weekly has always been pursuing the market trend and grasping the needs of the readers. Therefore, has also formed the self-characteristic even more has the reference significance "new week pattern". At the same time, the social and economic development after the transition period also promotes the audience to start to be stratified, and the middle class is one of the most prominent groups. The people of this group have a high level of education, economic ability and consumption, have a certain rational thinking and self-view on the judgment of things, are keen to pursue new things, and have higher requirements for obtaining information. The target audience of "New Weekly" is the new and sharp middle class, therefore, its running strategy has always revolved around the needs of the middle class. In this paper, from the perspective of audience differentiation, from the editorial strategy and marketing strategy, this paper studies the strategies of New Weekly aimed at the target audience. This paper analyzes the content characteristics, effects and shortcomings of the strategy, and looks forward to the prospect of the development of New Weekly and magazine industry under the current market situation, and tries to put forward some countermeasures to its existing problems.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2
本文編號：2291003
[Abstract]:"New Weekly", which has been developed for 15 years, is a well-known news periodical with relatively successful development in China. Founded in the mid-1990s, it is in a period of social and economic transformation. At this stage, the media environment in China is in the initial stage of marketization, and the popular mode of communication is still the mainstream. With the gradual opening and marketization of the media, and the rise of the fourth media, the form of audience segmentation tends to be clear. Facing the challenge of the market and the threat from the new media, the running process of New Weekly is also a process of self-adjustment and adaptation to the market. From the crisis in its infancy, from the popularity of fame to the gradual stability of the present line, New Weekly has always been pursuing the market trend and grasping the needs of the readers. Therefore, has also formed the self-characteristic even more has the reference significance "new week pattern". At the same time, the social and economic development after the transition period also promotes the audience to start to be stratified, and the middle class is one of the most prominent groups. The people of this group have a high level of education, economic ability and consumption, have a certain rational thinking and self-view on the judgment of things, are keen to pursue new things, and have higher requirements for obtaining information. The target audience of "New Weekly" is the new and sharp middle class, therefore, its running strategy has always revolved around the needs of the middle class. In this paper, from the perspective of audience differentiation, from the editorial strategy and marketing strategy, this paper studies the strategies of New Weekly aimed at the target audience. This paper analyzes the content characteristics, effects and shortcomings of the strategy, and looks forward to the prospect of the development of New Weekly and magazine industry under the current market situation, and tries to put forward some countermeasures to its existing problems.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G239.2
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