时政期刊需求分析与品牌定位研究..docVIP

时政期刊需求分析与 品牌定位研究 中文摘要 随着改革开放和经济发展，人们生活水平提高，国际交往的扩大，大众外新闻时事越来越深入关注，期刊中的新闻时政浪潮渐渐兴起。中国的发展和社会的转型需要时政期刊这一媒介形态，它的发展空间是巨大的，然而中国的时政期刊与世界上强势的新闻周刊相比差距还很大。 中国的时政期刊应该借鉴国外同类期刊的经营模式，适度将企业产品的营销理念引入办刊的过程当中，进行深层次的需求分析，明确办刊的动因、办刊的目的。为坚定不移的走期刊品牌之路打下基础，使期刊品牌的建设符合时代发展的规律和行业发展的趋势。 本文重点就是基于中国期刊行业的现状，运用市场营销、工商管理相关专业的知识，结合作者本人亲身的实习经验和思考体会，对《中国新闻周刊》这一特定的时政期刊进行相关问题研究。时政期刊品牌定位是时政期刊经营工作的一个重要指南,它制约着刊物的选稿、编辑加工、广告、发行等工作,因而是时政期刊的核心环节。期刊品牌定位的实质在于依据目标读者对刊物属性的重视程度及不同需要,力图找到富有竞争力和差异性的读者利益点,通过品牌建设，实现创造性整合、展现与传播。论文通过分析《中国新闻周刊》品牌发展的历史背景、发展过程及现状，研究中国时政期刊如何基于品牌建设，提高期刊竞争力，提升新闻期刊市场地位，探索如何成为最权威性、最具社会影响力的新闻期刊的发展之路。以便于时政期刊利用品牌建设，充分发挥其传媒功能，发挥自己的竞争优势，使自身更具文化底蕴、知识含量和社会价值，最大限度的推动促进社会的改革发展。 关键词： 期刊 营销 品牌 顾客，服务 Abstract Along with the opening to the out world and development of economic in China, the improvement of peoples living conditions, the reqirement of international communication, the public have much more interest in the news and current affairs, whether they are come from domestic or international. The new development wave about news and current affairs journals has gradually risen. Because of the development and social-transformation in Chinas, Public become needs such media like the current affairs journals, and the journal has great room for developing. However, to be compared with the leading news and journal in the world, There are considerable gap in many aspects between Chinas current affairs journals and the others. The people who are preparing the current affairs journals in China should learn from the business model used in the product of similar foreign news periodicals . It will be useful to introduce the concept which adopted in the practice of product and service marketing, so as to analysis the needs of customers deeply, then clarifying the goals, vision and purposes. Those are the foundation for firmly developing periodicals brands, and would make the Journal brand building practices consistent with the law of development and trends in periodicals Journal i