整合视角下的期刊品牌建设

The construction of periodicals' brand from the perspective of integration

随着市场竞争的激烈,各个期刊越来越注重品牌建设。但是在内容同质化、资讯类化的情况下,又出现了新的同质化。利用整合传播营销理论,整合期刊的品牌定位、品牌元素、信息接触点,为期刊建立清晰有力的品牌,让品牌成为某个群体身份的符号,同读者产生更深层次的联系。同时,在期刊品牌建设中,要注意期刊的市场终端效果、品牌的延续以及品牌的可持续发展等问题。

With fiercer competition of periodical market,the construction of periodicals’ brand is becoming the focus of periodicals running.However,in the process of homogeneity of the content and the categorization of information,a new homogeneity appears.In order to establish a clear and powerful periodical brand,we should integrate the theories of communication marketing with the brand orientation,brand elements and information contact points of periodicals.As a symbol of certain periodical,brand becomes a bridge linking readers and periodicals.In the meanwhile,market terminal effects and the sustainable development of brand should also be considered seriously.