数字杂志的品牌之路探析

Brand Strategy for Digital Periodical of China

数字杂志是一种基于数字技术的新型出版物,目前在我国方兴未艾。由于竞争激烈、内容趋同、服务方式单一等多方面的原因,数字杂志的生存现状和商业前景不容乐观。为了走出举步维艰的困境,一些独具慧眼的优秀数字杂志开始尝试打造自身品牌,以谋求生存发展的致胜方略。

Following with the tides of digitization and the new market tendency,the digital periodical industry,a new form of digital publishing,has been developing dramatically.However,from a perspective of profit,as we all know that the whole digital publishing industry of China falls far behind developed countries.In this circumstance,the digital periodical,one important branch of digital publishing,also allows of no optimism.This thesis discusses several brand strategies including advertising,cross—media communica...