文档介绍：糕鬣黎~纂鞭学位论文独创性声明奉入郑重声明: 1、坚持以“求实、毯掰”髀辩学壤神从事研究工俸。 2、率论文是我个人在每师指导下进行的研究工作和取褥的研究成果。 3、本论文中除日l空羚,掰舂实验、数嚣裁毒关豺瓣均是囊安瓣。 4、本论文中除引文和致谢的内容外,不包含其他人或其它机构瑟经发褒或撰写嚣懿磅究成果。 5、其他同志对本研究所做的贡献均已在论文中馆7声明并液示了谢意。作者签名:翘丝昆攒;丕塑』!羔:f￡中国杂志的细分化之路摘要近两年,中国的杂志业获得了飞快的发展,其中,在新创办的杂志中,小众杂志占了很大的比例,但是境遇却各不相同。从理论界到实务界,对杂志细分的认识还比较零散。现在我们杂志细分面临的问题是什么:成功的小众杂志应该具备什么特征,它的操作规律又有哪些;应该如何学习欧美发达国家杂志细分的经验,建立适合我国杂志细分发展的理论,都值得我们认真思考。本文观察了我国目前杂志业,尤其是小众杂志的发展现状,和国外期刊市场细分化经验,总结现有的研究成果,在此基础上提出了自己的一些看法和观^ 点,力图对中国的杂志小众化问题有一个全面、系统的阐述。总体上说,本文内容可以分为两部分:理论和实践。理论上,借鉴市场营销学、社会学和心理学方面的理论,深入分析杂志细分的根本动因:在实践上,着重讨论了我国杂志细分具有现实可行性的操作规律,以读者为王,以内容取胜,另辟蹊径巧妙细分:同时也要注意品牌的建立和宣传,实旌品牌延伸战略。关键词:杂志细分品牌 t !璺塑查塑塑坌垡查堕 Abstract In recent years,magazine inChina hasbeen greatly the startups,subdivided magazines take great part of it,but each development ,both theorists andthepractitioners paratively insufficient notions and the basic views ofgreat have to consider the following:what isthemajor problem insubdivision ofthemagazine weare confronted with;the necessity haracteristics essful ones should have,and what istheoperation rules;how tolearn from theexperiences ofthe developed countries inAmerica andEuropean countries,SO as tobring about subdivided magazines according tothepractice inChina. Inthisthesis,I have observed the status quo ofthe subdivision of magazine thebasis ofthesummarization ofsome former discoveries,I proposed my originalviews,and have made efforts to make acomprehensive andsystemic expatiation The thesisbasically consists oftwoparts:theories and the part of thetheories,I have analyzedprofoundly the ultimate motivation of subdivisions of magazine with the theories of sociology,marketing and thepart ofpractices,I mostly discussed the viablerules,and isthat readers aretheking;and the ,the brand marketing isvery important andthebrand extension ofmagazine isnecessary 2 t 生旦塑查塑墅坌些查堕 Keywords:Magazine SUbdivision Brand 中国杂志的细分化之路日U舌“杂志”即英语“magazine”,源于阿