【作者】 刘英；

【导师】 范军；

【作者基本信息】 华中师范大学 ， 新闻学， 2004， 硕士

【摘要】 作为媒介市场中不可缺少的一个组成部分，期刊的生存和发展在新的竞争环境中呈现出新的状态和趋势。期刊如何在维持原有品牌的过程中寻找到发展点，以巩固和升华品牌，这成为了中国期刊迫切需要解决的问题之一。本文以中国通俗文学期刊品牌之一的《今古传奇》为个案分析对象，通过对其富有特色的品牌化经营策略，以及它在新的竞争环境中所面临的挑战的分析，总结出一些对中国期刊品牌化经营有借鉴意义的经验。文章认为，当下的期刊市场竞争，实际就是品牌竞争。品牌是期刊的核心竞争力。 全文分为三章和结语四个部分。第一章详细分析《今古传奇》富有特色的编辑理念。主要包括它的总体编辑构思、核心竞争力及封面装帧。第二章详细分析《今古传奇》富有特色的经营理念。主要包括它的三大经营要点和市场竞争的利器。第三章详细分析《今古传奇》的品牌创新理念。主要包括品牌延伸、品牌保护和品牌扩张。 最后，在结语中总结出一些对中国期刊品牌化经营有借鉴意义的经验和启示。认为中国期刊的发展经历了三个时期：产品探索期、市场探索期和品牌探索期；构筑一个期刊品牌必须有个性化的定位、精品化的质量与多元化的经营，而最关键在于有深厚的文化根基；期刊品牌必须持之以恒地保持发展的强势。更多还原

【Abstract】 As an indispensable part consisting in media market, the existence and development of periodicals in the new competitive environment has showed a new appearance and tendency. How to find a development point during the period of maintaining the original brand to consolidate and deepen the brand image has became the urgent problems the China periodicals need to solve. The article uses Ancient And Modern Legends’ which is one of Chinese popular literature periodicals’ brands as the object of analyzing individual case. By analyzing its characteristics of brand management strategy and the challenges in the new competitive environment. Then concluding some experience which are useful to China periodicals brands management. The key to realize the modern competition of the periodical market is the brand competition in fact. Brand is the core competitive power of the periodicals.The article is divided into four parts: the first chapter , the second chapter, the third chapter and conclusion. The first chapter analyzes the editing theory which is full of characteristics of Ancient And Modern Legends’ in details. This chapter mainly includes three parts: gross editing ideas, core competitive power and the decoration of the cover. The second chapter analyzes the operating theory which is full of characteristics of Ancient And Modern Legends’ in details. This chapter mainly includes two parts: three essential points about its operating and the weapon of the market competition. The third chapter analyzes the brand initiative theory of Ancient And Modern Legends’ in details. This chapter mainly includes three parts: brand extension . brand protection and brand expansion.At last, some meaningful experiences and enlightenments in brand management of China periodicals are summarized. The key to realize China periodicals have experienced three periods: the period to explore the product, the period to explore the market and the period to explore the brand. To constitute aperiodical brand, the tap stop which is full of characteristics, the quality which is equal to exquisite and the management in many ways have to be provided with. But the key point lies in profound culture foundation. The brand periodicals have to persevere the strong development tendency.更多还原