解析国际时尚品牌杂志的中国本土化策略  

Analysis about Localization Strategies of International Fashion Magazines in China

作　　者：红尘[1] 王海玲[1] 

机构地区：[1]重庆工商大学,重庆400067

出　　处：《新闻界》2010年第1期83-85,共3页Journalism and Mass Communication

摘　　要：国际传播中的国际化、全球化概念是与本土化概念紧密相连的,而中国期刊市场的发展潜力至20世纪90年代以来,一直被众多国际期刊集团视为新的利润增长点。这些品牌杂志从落地中国开始,一直将本土化问题视为品牌杂志推广的重要策略,它们在中国市场所采取的不同传播模式与运作方式,不仅使这些品牌期刊已经成为中国期刊市场上名利双收的重要期刊,而且也成为传播国际流行消费文化的重要载体。The concept in globalization of international communication and localization of international communication is very closely related; since 1990＇ s the potential market development in China has been regarded as a new profit growth by many international periodicals groups. Those brand magazines have all the time treated localization as their important promotion strategies when they started their business in China. Due to their distinct communication patterns and management, they have not only become main double-win magazines in this industry, but also become an essential carrier for spreading international popular consumption culture.

关 键 词：国际时尚品牌杂志 中国本土化 策略 传播模式与运作方式 

分 类 号：G206[文化科学—传播学]