【摘要】：隨著互聯(lián)網(wǎng)的普及和新媒體的發(fā)展,傳統(tǒng)的報刊、雜志、電視等媒體因廣告收入難以維持而宣布停辦的案例不在少數(shù),傳統(tǒng)DM雜志也同樣面臨這樣的困境。而同為DM雜志的《高峰傲》在此過程中卻保持著較佳的廣告業(yè)績,這不僅得益于“直投”的辦刊形式,更在于其及時的新媒體轉(zhuǎn)型。本文研究的主要內(nèi)容是《高峰傲》雜志在新媒體環(huán)境下,在內(nèi)容、形式、營銷方式等方面所進行的轉(zhuǎn)型。本文從新媒體環(huán)境下消費主義文化的轉(zhuǎn)變解析傳統(tǒng)DM雜志與新媒體環(huán)境的沖突;在對《高峰傲》DM雜志創(chuàng)辦人及市場部經(jīng)理進行訪談的基礎(chǔ)上,簡要介紹《高峰傲》DM雜志發(fā)展過程,可窺知其在2006年-2016年的發(fā)展過程中所經(jīng)歷的媒介環(huán)境的變化及其應對變化進行的轉(zhuǎn)型,其中包括發(fā)展新媒體業(yè)務;隨后,運用文本分析法、TF-IDF數(shù)據(jù)分析法等對《高峰傲》DM雜志文本內(nèi)容、新媒體形式、發(fā)行渠道、投遞方式具體分析和闡述,對其新媒體轉(zhuǎn)型的形式、成效以及不足之處有了較為精準的把握,這也是本文的核心部分。本文結(jié)合整個上海地區(qū)的新媒體發(fā)展環(huán)境以及訪談而得的兩位主要雜志管理者對于雜志進一步新媒體轉(zhuǎn)型的期待,為其進一步發(fā)展提出策略建議。本文針對《高峰傲》DM雜志進行了產(chǎn)品和消費符號價值的定位,新媒體轉(zhuǎn)型方式的解析及上海新媒體發(fā)展環(huán)境的背景介紹,使其能夠進一步順應新媒體環(huán)境的發(fā)展。
[Abstract]:With the popularity of the Internet and the development of new media, the traditional newspapers, magazines, television and other media because advertising revenue is difficult to maintain and announced that the case is not uncommon, traditional DM magazine is also facing such a dilemma. But the "peak pride" of DM magazine has maintained better advertising performance in this process, which is not only due to the "direct input" form of publication, but also due to its timely new media transformation. The main content of this paper is the transformation of the magazine in the new media environment, in terms of content, form, marketing methods and so on. This paper analyzes the conflict between the traditional DM magazine and the new media environment from the change of consumerism culture in the new media environment. Based on the interview with the founder and marketing manager of DM magazine, this paper briefly introduces the development process of DM magazine. The changes in the media environment experienced in the course of its development from 2006 to 2016 and the transformation of its response to the changes, including the development of new media business, can be seen; Then, the text analysis method, TF-IDF data analysis method and so on are used to analyze and elaborate the text content, new media form, distribution channel, delivery mode of DM magazine, and the form of its new media transformation. The effectiveness and shortcomings of the more accurate grasp, this is the core part of this paper. Based on the new media development environment of the whole Shanghai area and the expectations of the two major magazine managers for the further transformation of the new media, this paper puts forward some suggestions for the further development of the magazine. This paper focuses on the positioning of product and consumption symbol value, the analysis of new media transformation mode and the background of new media development environment in Shanghai, so that it can further adapt to the development of new media environment.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G237.5

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本文編號：2404575