女性雜誌行銷策略之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/20639

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Title:	女性雜誌行銷策略之研究
Authors:	鄭昭鈴 Cheng, Chao-ling
Contributors:	出版學研究所龔鵬程
Keywords:	行銷策略;女性雜誌;定位;市場區隔;產品;價格;通路;推廣
Date:	2000
Issue Date:	2015-05-12 13:33:00 (UTC+8)
Abstract:	本研究是以台灣最暢銷的女性雜誌－《BEAUTY》及知名的國際中文版女性雜誌－《ELLE》和《MARIE CLAIRE》為研究對象，探討其行銷策略之運用。本研究方法是以個案研究法為主，在研究資料包括電話訪問、深度訪談與書面資料。本研究試圖從「行銷策略」來剖析女性雜誌近年來的行銷策略應用途徑，本研究將針對以下問題進行討論： 1、女性雜誌媒體經營者所面臨的行銷環境為何？ 2、女性雜誌媒體經營者如何定位自己刊物，其定位策略為何？ 3、女性雜誌媒體經營者行銷策略為何？具體做法為何？本研究研究發現： 1.隨書附贈品或以雜誌兌換贈品，是現今女性雜誌最常採取的促銷活動。 2.利用網際網路，將雜誌精華內容在網路上作介紹，刺激讀者買書，將網路作為一個廣告的管道，是目前女性流行雜誌使用網際網路的目的。 This research discusses the applications of marketing strategies of three female magazines in Taiwan: “BEAUTY”, the best-selling female magazine in Taiwan, “ELLE” and “MARIE CLAIRE”, Chinese edition of famous international female magazines. Case study is mainly the method of this research. Research data includes telephone interview, in-depth interview, and documental references. This research tries to analyze the applications of marketing strategies of the female magazines in these years by the point, marketing strategies. The followings are questions that need to be discussed: 1. What is the marketing environment that the managers of female magazines would face? 2. How do the managers of female magazines position their own periodical? What are the strategies? 3. What are the marketing strategies of the managers of female magazines? What are the specific methods? Discussion: 1. The most adopted way for promoting female magazines is to give presents when the consumers purchase magazines whatever the presents are gave with magazines or are needed to be exchanged by the magazines. 2. The main purpose of advertising female magazines on Internet now is to stimulate the readers to purchase magazines via posting and introducing the quintessence of the magazines in different websites.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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