时政期刊需求分析与品牌定位研究

时政期刊需求分析与品牌定位研究北京交通大学毕业设计（论文）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，服务北京交通大学毕业设计（论文）AbstractAlongwiththeopeningtotheoutworldanddevelopmentofeconomicinChina,theimprovementofpeople'slivingconditions,thereqirementofinternationalcommunication,thepublichavemuchmoreinterestinthenewsandcurrentaffairs,whethertheyarecomefromdomesticorinternational.Thenewdevelopmentwaveaboutnewsandcurrentaffairsjournalshasgraduallyrisen.Becauseofthedevelopmentandsocial-transformationinChina's,Publicbecomeneedssuchmedialikethecurrentaffairsjournals,andthejournalhasgreatroomfordeveloping.However,tobecomparedwiththeleadingnewsandjournalintheworld,ThereareconsiderablegapinmanyaspectsbetweenChina'scurrentaffairsjournalsandtheothers.ThepeoplewhoarepreparingthecurrentaffairsjournalsinChinashouldlearnfromthebusinessmodelusedintheproductofsimilarforeignnewsperiodicals.Itwillbeusefultointroducetheconceptwhichadoptedinthepracticeofproductandservicemarketing,soastoanalysistheneedsofcustomersdeeply,thenclarifyingthegoals,visionandpurposes.Thosearethefoundationforfirmlydevelopingperiodicalsbrands,andwouldmaketheJournalbrandbuildingpracticesconsistentwiththelawofdevelopmentandtrendsinperiodicalsJournalindustry.ThestudyinthisthesisisbasedonthestatusofperiodicalsindustryinChina,usedthetheoryofmarketingandbusinessmanagement,andcombinedwiththeauthor'spracticeinthebodyofChinaNewsweek.AfterIhavethoughtdeeplyandstudied北京交通大学毕业设计（论文）comprehensivelyandgivenouttheresearchconclusions.Currentaffairsjournalsbrandpositioningisanimportanttaskforthejournalsoperation,andthebrandpositionwillbecometheguideforjournalsdevelopingandoperating.Thetopicelecting,editing,advertising,circulationofthepublicationandotherworkarerestrictedbythebrandposition,andthusthebrandpositioningisthecorethemeandprocessinthedevelopmentofcurrentaffairsjournals.ThecoreconceptandkeyprocessofcurrentaffairsjournalsbrandpositioningisthatidentifythefocusesanddifferenceinneedsofthetargetreadersandtheothercustomersonPublicationsattributes,andtryingtofindoutthecompetitiveelementsandthegapamongtheinterestsofreadersandtheothercustomers,andthenprovidedjournals,materializedanddisseminatedbrandpositioninacreative,integrativemanner.ThroughthecaseanalysisonChinaNewsweek,includingbrandbackground,developingprocessandthestatusetc,andexploringhowChinesecurrentaffairsjournalsbasedonbrandpositiontobuiltandenhancethecompetitivenessofjournals,studyinghowtoraisethepositionintheperiodicalsjournalsmarket,findingthewayhowChinaNewsweektobecomethemostauthoritativeandmostinfluentialnewsjournalsinsocialdevelopment.inordertofacilitateChinaNewsweekimposethecompetitiveadvantagebuiltupbytheirownculture,knowledgeandsocialvaluesbybrand-building,andfullyplayingitsroleandgiveoutthemaximumcontributionintheprocessofsocialreformanddevelopment.KeyWords:journal，marketingbrand，customer，service北京交通大学毕业设计（论文）目录1绪论.............................................11.1国内外期刊行业现状及发展趋势...................11.1.1世界期刊发展史.............................11.1.2国外期刊发展趋势...........................21.1.3国内期刊发展历程回顾.......................31.1.4国内期刊发展趋势展望.......................41.2论文研究内容、目的、意义.......................52理论研究..........................................62.1时政期刊的界定.................................62.2时政期刊的需求.................................62.3时政期刊品牌定位...............................73实证研究——《中国新闻周刊》.....................113.1刊物背景研究..................................113.2《中国新闻周刊》的背景、使命、目标............123.2.1内容与分析................................133.2.2品牌定位的框架和基点......................153.2.3品牌延伸与扩展............................163.3客户细分、客户需求与品牌市场定位..............183.3.1读者需求分析..............................193.3.2读者群特征与定位..........................203.3.3广告客户特征与定位........................22北京交通大学毕业设计（论文）3.4栏目设置......................................233.5组织结构与部门职责............................253.5.1刊社组织与部门职责介绍分析................253.5.2广告、发行、采编互动的必要性..............273.5.3客户服务职能进一步突出....................293.6从业人员......................................313.7发行渠道研究..................................323.8建议与总体改进措施............................344结论............................................38参考文献.............................................I附录...............................................III-1-1绪论1.1国内外期刊行业现状及发展趋势1.1.1世界期刊发展史从世界期刊发展史的角度而言，期刊萌芽出现在于17世纪。1665年，在法国一高级官员科尔贝尔的支持下，法国著名的文学的科学期刊《学者杂志》（1665—1792年）创刊。这本刊物首次在刊名中采用Journal(定期刊物）一词。其主要内容为报导法国本土及国外出版的各类图书的情况，有图书目录的性质。这本刊物被许多业内专家认为是世界上第一份真正的期刊。世