【作者】 李琦；

【导师】 彭祝斌；

【作者基本信息】 湖南大学 ， 传播学， 2010， 硕士

【摘要】 媒介融合为中国女性时尚杂志品牌传播带来了前所未有的挑战,同时也带来了重要的契机。面对“善变”的消费者和日益细化的媒体,中国女性时尚杂志将如何发挥创意的集合力量,利用各种有效的发声点在竞争激烈的市场上形成品牌声浪已成为行业竞争的核心。本文以国内外关于媒介融合背景下品牌传播的相关研究成果为基础,从剖析媒介融合对中国女性时尚杂志品牌传播的影响入手,考察了媒介融合背景下中国女性时尚杂志品牌传播的已有成功经验、存在缺陷及缺陷成因,在此基础上提出中国女性时尚杂志在新传播环境中品牌传播的三种策略,并以《瑞丽》品牌传播策略为案例,对这三种品牌传播策略进行了进一步的研究和探讨。中国女性时尚杂志品牌传播在媒介融合的影响下,受到全新挑战,主要表现在品牌传播者、品牌信息、品牌传播渠道、品牌消费者、品牌传播效果这五个基本构成要素上。在此传播环境下,女性时尚杂志品牌传播已取得不少成功经验,表现在普遍确立了重视品牌传播的观念,品牌传播渠道开始向多领域拓展,品牌传播方式多元化等方面,但同时存在着一些不足,如品牌定位雷同,品牌传播信息的创作忽视受众需求的变化,品牌传播渠道整合不足,品牌传播手段盲目低效等。针对女性时尚杂志品牌传播环境的变化及品牌传播的现状,本文认为,其品牌传播策略的实施应该遵守三个基本导向,即品牌传播差异性策略、整合性策略、互动性策略。其中,品牌传播差异性策略应塑造差异化的品牌定位及满足差异化的目标受众需求,以应对受众市场结构的高度细分；品牌传播整合性策略应从整合内容、整合媒介渠道、整合传播方式这三个关键点切入,传播一个统一的品牌声音；品牌传播互动性策略应注重加强消费者的参与和体验,并及时搜集其反馈信息,以强调品牌传播的“双向互动”特点。本文最后一章以在国内首屈一指的时尚杂志《瑞丽》为对象进行个案分析,对上述三种品牌传播创新策略从理论研究走向实践应用,进行了更深入的探索。随着我国时尚杂志与相关产业融合趋势愈演愈烈,希望本文的研究结果对于我国时尚杂志品牌传播的发展将有一定的借鉴意义。更多还原

【Abstract】 Media convergence brings not only big challenges but also huge oppotunities to the brand communication of chinese female fashion magazine. Facing with the carpriciousness of customers and the segmentation of media, the core competence of the industry has turned to be the ability to unleash the power of creative ideas and to create brand wave by using efficiant voice points on the market. This paper is based on the researches of brand communication both in domestic and overseas under the background of media convergence. It starts with the influence of chinese female fashion magazine’s brand communictions, by analysing the successful experiences, disabilities and the reasons for fail, it raises three strategies for chinese female fashion magazine’s brand communications under the new market circumstances. In this article we can review the case of RUILI magazine, and make further understanding and investigation of the three strategies.The new challenge for chinese female fashion magazine’s brand communication comes from five basic factors—brand peddler, brand information, communicating channel, customers and communication effects. Chinese fashion magazine’s brand communication has gained a lot of successful experiences in the context of media convergence, it has built the thoughts of the importance of brand communication, expanded the communicating channels in multiple fields, and used diversified communicating methods. There also exists some weak points, such as positioning similarity, ignorance of customers’changing requirements, lacking of integration of communicating channels, inefficiency and aimlessness of communication methods, and so on.Given the reality and the changing environment of brand communication of Chinese fashion magazine, we have sufficient reasons to believe that the implementation of brand communication shall follow three basic strategies—differentiation, integration and interaction. For implementing differentiation strategy, the company shall build different brand position and respond to different requirements from different customers in highly segmented market tiers. For integration strategy, they shall cut in from three critical points:contents, channels and communication methods. For interaction, they shall emphasize the importance of consumers’participation and experience, get on time responses from participants, and stress the "engagement" feature of brand communication. In the last chapter of this paper, we can go back to the instance of RUILI magazine and observe the process that the strategies go from theoretical research to real practise. I hope this research can provide some references to the development of brand communications in the Chinese female fashion magazine industry.更多还原