中国现代商业杂志的运作策略  

The Running Strategy of Chinese Modern Commercial Magazine

作　　者：宋革新[1] 

机构地区：[1]中国人民大学中文系,北京100872

出　　处：《南都学坛（南阳师范学院人文社会科学学报）》2005年第2期114-119,共6页Academic Forum of Nandu:Journal of the Humanities and Social Sciences of Nanyang Normal University

摘　　要：新兴的中国现代商业杂志,其运作是一个相当复杂的系统:它以第二、三次售卖为主要收入来源,在赢利模式上与传统杂志有着本质的区别;在媒体特性上,它主要表现为定位小众化、视觉图片化、经营集团化;其定位包括读者定位、广告定位、发行定位三个基本层面;专集、人物、话题是其主干内容;它有四类主要文体,常采用挖掘故事"自相矛盾"点、让身体尽快出场等叙事策略。The Chinese modern commercial magazine has newly risen,whose operations are rather complex systems:it has second and third-time sales as its main income and has the essential difference in profit model from the traditional magazines.It shows its media characteristics in orientation of anti-massification,picturization of images and institutionalization of operations.Its orientation includes three basic levels including orientations of readers,ads,and distributions.And special collections,characters and topics are its main contents.It has four types of styles and often adopts narrative strategy,including digging self-contradictionary points of stories and let body show itself as quick as possible.

关 键 词：中国 商业杂志 运作策略 市场定位 

分 类 号：G237.5[文化科学]