本文基于期刊行业面临转型升级的背景下，以《遵义商界》杂志为研究对象，通
过系统客观地分析《遵义商界》在经营中的现况及主要存在的问题，运用战略管理
PEST 分析和五力模型分析方法，对期刊产业外部宏观环境以及行业当期环境进行系
统阐述，结合对《遵义商界》自身内部的透彻剖析和根据 SWOT 模型分析出《遵义商
界》目前营销过程当中的不足，并提出该杂志的营销组合策略优化建议
《遵义商界》在营销产品策略中应加大新媒体开发力度；渠道策略中应不断优化
渠道、进行多样化渠道建设；促销策略中的客户、读者答谢会及市场活动的展开，最
后提出策略实施的保障措施。对杂志而言，品牌是其核心。从产品质量、渠道建设、
促销手段到服务能力，《遵义商界》需要不断的去打造自身品牌。在激烈的市场竞争
中，杂志需要进行全媒体的市场拓展，从公关活动、数字刊物、电商平台等方向进行
开拓。面对替代品的挤压，《遵义商界》应依托平台及资源优势，通过读者数据库与
传播推广服务，开拓其他赢利渠道，进行多样化经营
期望本文对《遵义商界》营销策略的研究以及其他传统媒体企业经营发展提供借
鉴和参考
关键词：《遵义商界》；期刊产业；营销策略III
Abstract
With China&39;s steady and rapid economic development and continuous improvement of
people&39;s living standards brought spiritual needs, and vigorously promote the prosperity
and development of national culture industry policy under the guidance of the periodical
industry rapid development. At this stage, facing the new external competition
environment, how to seek the transformation of the mode of operation has become the
internal requirement for the enterprises to break through the bottleneck and realize the
development and expansion.With the rapid development of periodicals and the
development of China&39;s periodical industry, the periodical brand, resource integration and
audience segmentation have become the help of the development of Chinese periodical
industry.
Based on the periodical industry is facing the transformation and upgrading of the
background, the Zunyi business magazine as the research object, through objective
analysis of business in Zunyi in the management and the main problems of strategic
management, using PEST analysis and five forces model analysis method, the periodical
industry external macro environment and Industry environment of the current system this,
combined with the thorough analysis of the Zunyi business according to their own
internal and SWOT model analysis of the Zunyi business the marketing process, and puts
forward suggestions to optimize the marketing strategy of the magazine.
Zunyi business in marketing in the new media should increase development efforts
should be diversified; channel construction to optimize the channel, channel strategy;
promotion strategy, customer daxiehui readers and market activities, and finally puts
forward the strategy for the implementation of safeguards. The brand is the core of the
magazine. From the product quality, channel construction, promotion tools to service
capabilities, Zunyi business need to continue to build their own brand. In the fierce
market competition, the magazine needs to carry out the entire media market development,
from the public relations activities, digital publications, electronic business platform, etc..
In the face of alternative extrusion, the Zunyi business community should rely on the
platform and resource advantages, through the reader database and dissemination of
promotional services, to develop other profitable channels, diversified operations.
It is hoped that this paper can provide reference and reference for the research on the
marketing strategy of Zunyi business circles and the development of other traditional
media enterprises.IV
Keywords: Zunyi business；periodical industry；marketing strategyV
目 录
摘要....I
Abstract ..........III
1 绪言 ........1
1.1 选题的背景及意义 ......1
1.1.1 选题的背景 ......... 1
1.1.2 选题的意义 ......... 1
1.2 研究目标、研究内容、研究方法、技术路线..2
1.2.1 研究目标 . 2
1.2.2 研究内容 . 2
1.2.3 研究方法 . 2
1.2.4 技术路线 . 3
2 相关理论基础 .....5
2.1 市场营销策略..5
2.2 STP 理论 ...........5
2.2.1 市场细分 . 5
2.2.2 目标市场选择 ..... 5
2.2.3 市场定位 . 6
2.3 4P 营销组合策略 ..........6
2.3.1 产品策略 . 6
2.3.2 价格策略 . 7
2.3.3 渠道策略 . 7
2.3.4 促销策略 . 7
2.4 期刊营销理论基础 ......7
2.4.1 期刊营销组合策略.......... 8
2.4.2 期刊品牌营销策略.......... 8
3 《遵义商界》杂志营销环境分析 ..........
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