差异化战略:《新周刊》新锐之道

Differentiation Strategy:New Weekly's New Way

现在的杂志界“同质化”现象泛滥,许多刊物从封面到内容都是低层次重复。整个中国杂志界由于受体制的限制和束缚,存在创新意识和原创精神的缺失,难觅成熟的商业操盘。《新周刊》作为新闻时事杂志的“异类”,充分运用差异化战略,步步为营,闯出了一片新天地。文章从专题、封面设计、受众定位、经营方法等方面阐述了《新周刊》的差异化战略。

The homogenizing phenomenon of magazines is serious nowadays. Some magazines iterate from cover to content in lower level. The magazines circle is lack of innovation consciousness and mature commercial management because of system limitation. Different from the common news magazines, New Weekly applies the differentiation strategy to careful practice and finally gets success. This paper demonstrates the differentiation strategy of New Weekly in topics, plot design, audience localization and management.