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上海交通大学硕士学位论文中国高端女性时尚杂志经营运作状况分析姓名：刘婷婷申请学位级别：硕士专业：传播学指导教师：陈先元20080116THEANALYSISOFTHEMANAGEMENTANDOPERATIONINCHINAHIGHLEVELFEMALEINCHINAFEMALEFASHIONMAGAZINEABSTRACTInrecentyearstheChineseeconomyistransformingfromplannedeconomytomarketeconomy,andthewholemarket,especiallymediamarketisbecomingmoreandmoremature.Tostudyofthemediamanagementandoperationisbeingveryimportanttothemediaresearchers.AsthehighlevelfemalefashionmagazineisanewtypeinthemagazinehistoryofdevelopmentinChina,thereisverylittleexperiencetocopyfromthelocalmanagementandoperation.Inthefirstchapter,theconceptofthehighlevelfemalefashionmagazinehasbeendefinedfirstly,thenthewriterintroducedthehistoryofdevelopmentandthebasicCharacteristicofthiskindofmagazine.Onthebasisofchapterone,thesecondchapterhasanalyzedthebackgroundofthemanagementandoperationinChinahighlevelfemalefashionmagazine,includingthedevelopmentofChineseoveralleconomics,fashionsenseofChinesepeopleandthefiercecompetitionbetweentheChinesefashionmagazine.Inthethirdchapter,thispaperfocusonfouressentialfactorsthatthemanagementandoperationinhighlevelfemalefashionmagazineshouldhave,includingfashionablecontent,highleveladvertisement,diversifieddistributionandmanagementindustrial.Andinthelastchapter,theproblemsofthemanagementandoperationinthehighlevelfemalefashionmagazinehavebeenfounded.Facingtotheseproblems,thispaperpresentedsomedetailedtacticstohelpthehighlevelfemalefashionmagazinetohaveamorehealthyandbrightfuture.KEYWORDShighlevelfashionfemalemagazine,managementandoperation,background,essentialfactors,problemsandtactics20081162008116200811611.11.1.12300050001.1.231.1.3HBlumer[1]fashion[2]Vogue4[3]1.1.41931[4]51.21.2.11970[5]1883()(FabianSociety)[6]1909Vogue(Classnotmass)[7]1867HarpersBazaar189220VOGUE1921L'OFFICIEL(CondNest)1909662112063VOGUEGQVanityFairTravelerSelfHouse&Garden1892VOGUEFashionBible1959VOGUE(1959)1965)(1975)(1979)(1988)(1996)(1998)(1999)VOGUE20801.2.21833200290294572445729.5120406[8]VOGUEVOGUEELLE71988ELLECosmopolitanRay19931995MarieClaireHarpersBazaarVOGUEVOGUE2005815[9](CCMC)200542021.091015ELLE15VOGUE(CCMC2005)1.31.3.18119952004Mina2000Oggi2004Cancam2002With2001VIVI2005Style2004Luci2004119952000BOOK200542021.099200525352006-20071.3.220801021988ELLE1995MarieClaire1998Cosmopolitan2001HarpersBazaar2005VOGUEVOGUE2007SELF241987ELLE198919941988ELLE1994199519971991ELLE1997PREMIERECar&DriverELLEELLE51%11ELLE[10]2VOGUESELFVOGUE1000[11]VOGUEELLEVOGUE1.41988ELLE3812004122ELLE32005VOGUE200672007132.12.1.12002200310%20021220GDP2000200711.5%3.2%20072.1.2200640.5%43.1%2140.5%43.9%749418741429.8%2374200658.2%59.7%[12]2.1.32007200725.9%3.915.4%2.120%9.2%6.2%705214.2%4211131413.3%1.41.2[13]2.22.2.120006280200510493151.613%1.620102.520206503%16162GDP200258%201065%202071%20%20082020%[14]3/1087111082683359375223424637824683728829852994230931121571121612721111225686387269597754224633041267335685198292544512235183711911916321362861571276324821560136264236624082457321717155241695911130890772178489158382006VOGUE372882006VOGUE1612005/2006VOGUE122005/2006VOGUE86442879877409222761876872882256673321324081583805000100001500020000330898927610655396177671922676532886200114526177654766158181928300406047288225667332132408158380500010000150002000025000300003500040000450001722.2.2500[15]31832.2.320045428341.767570558.24120041.412020301420060148.26199218.5199119933.0199720002.820062.730561.0639.09[16]2.2.42006VogueVOGUE19820-452529200665.32.32005VOGUE2.3.12006200020062006157311%2000[17]202006-200720075131519702120074946830170[18]200020062006200520%47%IT/17%6%[19]2%10%2.3.2200720052005VOGUE200620.12%30.17%16.782006-200721420072007ELLEVOGUE4200652.93%7.29%3.89%8.80%8.78%10.37%VOGUE7.93%VOGUE2006-200722520071-654.40%10.17%5.28%9.18%6.61%VOGUE7.44%6.92%VOGUE2006-20074530%200720%606-070246VOGUE06072006-200723672006820072006-20077824(1)(2)(3)56%22%[20]VOGUE2005VOGUE2007VOGUE20062007536%32%/VOGUE/VOGUEVOGUE[21]253.13.1.1[22]marieclaire25ans26VOGUEVOGUELENA3.1.2122732006VOGUE43.1.320[23]28VOGUE3.2200360%70%17%83%[24]20013.2.1LuxuryAthingthatisexpensiveandenjoyablebutnotessential[25]29Burberry300050002007320066012%200515%70%2020030644%[26]3.2.2VOGUE200710305VOGUE/1229760539805535815503265503265503265503265472605373118231525228638VOGUE20075VOGUE7005000VOGUEVOGUE3.33.3.1313285%15%VOGUE[27]3.3.2VOGUE20068VOGUE33VOGUE+++VOGUE25%2006-200710[28]3.4[29]903.4.1brandr()[30]34N100500CEONN[31]3.4.2IntegratedMarkingCommunicationsIMCDone.Schultz[32]35VOGUEIMCVOGUEVOGUE1200512[33]VOGUE[34]2007VOGUEIMCVOGUEBeVOGUEVOGUEVOGUEExperienceVOGUEVOGUE3762007VOGUE20072VIPVIP20073VIPVIPVIP20074Jeans&TonicVIPTruTrussardiVIP20075Jeans&TonicVIP20076VIPVIP20076VIP62007VOGUEExperienceVOGUEVOGUE20062007ExperienceVOGUE8040338VOGUE4ADesignblueVOGUE700VOGUE394.12006200730%56%22%[35]VOGUE4050%5[36]4.1.1208041[37]29.1VOGUEELLE80%42VOGUEVOGUEVOGUE4.1.280%20%[38]12343[39]ELLE+[40]ELLE2005VOGUEVOGUE20%30%T444.220069530VOGUE5%45[41]VOGUE4.3CTR4676%16%200646.64