文档介绍：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
20080116
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

摘要
我国目前正处于从计划经济走向市场经济的社会转型阶段,我国市
场经济包括媒介市场经济正在逐步走向成熟。探讨媒体包括杂志在内的
经营运作,已经成为我国传媒理论界和传媒实务界的重要课题之一。我
国的高端女性时尚杂志作为改革开放以来的新型杂志之一,除了国外的
一些营销手段以外,在本土的经营运作上尤其缺乏历史经验可资借鉴。
本文在对高端女性时尚杂志的概况进行了一般描述的基础上,主要分析
了我国高端女性时尚杂志经营运作的背景,包括我国宏观经济的发展趋
势、居民生活的时尚指数以及同类杂志之间错综复杂的竞争态势等等,
揭示了高端女性时尚杂志经营运作所必需的内容时尚化、广告高端化、
发行多元化和经营产业化等等若干要素,着重指出了目前我国高端女性
时尚杂志经营运作中所存在的诸如杂志同质化倾向、恶性竞争无序促销
以及信息分流日益严重等等问题,并提出了要形成杂志的特色化和本土
化以克服同质化倾向、坚持内容为王以优势取胜以及开拓视野发展新媒
体等等若干应对策略,旨在为我国高端女性时尚杂志乃至媒介产业今后
的健康发展,提供一些有益的思路。

关键词高端女性时尚杂志,经营运作,背景,要素,问题和对策
上海交通大学硕士学位论文
THE ANALYSIS OF THE MANAGEMENT AND
OPERATION IN CHINA HIGH LEVEL FEMALE IN CHINA
FEMALE FASHION MAGAZINE

ABSTRACT

In recent years,the Chinese economy is transforming from planned
economy to market economy, and the whole market, especially media market
is ing more and more mature. To study of the media management and
operation is being very important to the media researchers. As the high level
female fashion magazine is a new type in the magazine history of
development in China, there is very little experience to copy from the local
management and operation. In the first chapter, the concept of the high level
female fashion magazine has been defined firstly, then the writer introduced
the history of development and the basic Characteristic of this kind of
magazine. On the basis of chapter one, the second chapter has analyzed the
background of the management and operation in China high level female
fashion magazine, including the development of Chinese overall economics,
fashion sense of Chinese people and the petition between the
Chinese fashion magazine. In the third chapter, this paper focus on four
上海交通大学硕士学位论文
essential factors that the management and operation in high level female
fashion magazine should have, including fashionable content, high level
advertisement, d