MBA学位论文
作者：彭磊
《视野》杂志市场营销策略优化研究
《视野》杂志市场营销策略优化研究
中文摘要
随着互联网技术的不断发展，5G通信技术的广泛应用，多样化的数字产品
和新媒体产品通过各类移动终端深入了人们生活，深刻改变了人们的生活方式
和生活习惯。在移动互联网环境下，人们获取信息的工具、方式和途径更加多
元化，对于信息获取的时效性要求更高，数字产品和新媒体产品满足了人们在
移动互联网时代的多样化需求，传统纸质媒体被日渐冷落。纸质期刊作为传统
媒体的一部分没有逃脱被逐渐冷落的残酷现实，传统期刊市场在数字阅读产品
和新媒体产品的极大冲击下尽显颓势。尽管陷入困境，传统期刊依然有其存在
的价值和理由，依然拥有强大的影响力、传播力和公信力。数字化时代带来的
冲击反而给予了传统期刊进行自我革新和创新的动力。传统期刊需要抓住机
遇，把握市场规律，整合优势资源和能力，充分利用新技术，努力在竞争激烈
的媒体市场中逆势翻盘。
本文通过对相关文献的研究学习，在相关营销理论的基础上，运用内部访
谈、问卷调查等方法，对《视野》杂志的营销现状进行了全面分析，明确了
《视野》杂志在营销中存在的问题和原因。随后，运用PEST分析工具和波特五
力模型分别对《视野》杂志的宏观环境和行业环境进行了分析，然后利用STP
理论对《视野》杂志进行了市场细分、目标市场选择和市场定位。在以上分析
的基础上，根据4P营销理论，对《视野》杂志的产品、价格、渠道、促销等四
个方面的营销组合策略进行了优化设计。最后根据《视野》杂志的实际情况，
提出了市场营销策略的实施步骤和实施重点，并在人力资源与组织保障、财务
保障、技术保障和企业文化保障等四个方面制定了营销策略实施的保障措施。
本文的研究主要是基于相关营销理论和《视野》杂志的营销现状，根据市
场环境和技术环境的变化，为了提升《视野》杂志在市场中的竞争力，对《视
野》杂志的市场营销策略进行优化设计。研究的成果对《视野》杂志的发展有
一定的指导意义，同时对其他期刊产品的市场营销有一定的参考价值。
关键词：新媒体；数字阅读；营销策略
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MBA学位论文
作者：彭磊
《视野》杂志市场营销策略优化研究
RESEARCH ON THE MARKETING STRATEGY
OPTIMIZATION OF SHIYE MAGAZINE
Abstract
With the continuous development of Internet technology and the wide
application of 5G communication technology, diversified digital products and new
media products have penetrated into people's life and work through various mobile
terminals, profoundly changing people's lifestyle and habits. In the mobile Internet
environment, people have more diversified tools, ways and means to obtain
information and have higher requirements for the timeliness of information
acquisition. Digital products and new media products meet the diversified needs of
people in the mobile Internet era, and traditional paper media are increasingly left out.
As part of the traditional media, paper journals have not escaped the cruel reality of
being gradually left behind, and the traditional journal market has been declining
under the great impact of digital reading products and new media products. Despite
the difficulties, traditional periodicals still have their value and reason for existence,
and still possess strong influence, communication power and credibility. The impact
of the digital era has given traditional journals the impetus to innovate and innovate
themselves. Traditional journals need to seize the opportunity, grasp the laws of the
market, integrate their advantageous resources and capabilities, make full use of new
technologies, and strive to turn the tide in the highly competitive media market.
In this paper, through the study of relevant literature and on the basis of relevant
marketing theories, a comprehensive analysis of the current marketing situation of
Vision magazine is conducted, and the problems and causes of Vision magazine in
marketing are clarified. Subsequently, the macro environment and industry
environment of Vision magazine were analyzed using PEST analysis tools and
Porter's five forces model respectively, and then the market segmentation, target
market selection and market positioning of Vision magazine were conducted using
STP theory. On the basis of the above analysis, the marketing mix strategy of four
aspects of Vision magazine, such as product, price, channel and promotion, was
optimized and designed according to the 4P marketing theory. Finally, according to
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MBA学位论文
作者：彭磊
《视野》杂志市场营销策略优化研究
the actual situation of Vision magazine, the guarantee measures for the
implementation of the marketing strategy are formulated in four aspects, including
human resources and organizational guarantee, financial guarantee, technical
guarantee and corporate culture guarantee.
The purpose of this paper is to optimize the design of the marketing strategy of
Horizons magazine in the new market environment and technological environment,
and to improve the competitiveness of Horizons magazine in the market. It has certain
guiding significance for the development of Vision magazine and also has some
reference value for the marketing of other periodical products.
Keywords: New media; digital reading; marketing strategy
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