期刊活动策划经典案例及其启示  

Classic Cases and Enlightenments of the Periodical Operation

作　　者：杨青[1] 

机构地区：[1]湖南教育报刊社,长沙410008

出　　处：《出版科学》2008年第2期61-63,78,共4页Publishing Journal

摘　　要：成功的活动策划对期刊彰显个性、树立品牌、占领市场具有十分重要的意义。本文通过对《萌芽》主办新概念作文比赛、《中国妇女》评选女性时代人物、《读者》更改刊名这些经典活动策划案例的分析,总结了期刊活动策划取得成功必须具备的三个要素:策划力、整合力、号召力。A successful activity plan is great important for a periodical to reveal its individual character, establish its brand and occupy its market. This paper analyzed some classic cases of activity plan, including the periodical Sprout sponsored the new concept composition contest, the Chinese Women chose excellent females of our age and the Reader changed its name. This paper also summed up three essential factors in making a successful periodical activity plan. These factors are the following： the ability of plan, the ability of integration and the ability of appeal.

关 键 词：期刊 活动策划 案例 启示 

分 类 号：G235[文化科学]