全媒体环境下时尚类期刊的发展之道--以《时尚芭莎》为例

Development of Fashion Journals in the All Media Environment-Taking Harper’s BAZAAR as an Example

时尚类期刊作为文化产业高度发展的象征之一,在全媒体时代具有巨大的发展潜能。众多时尚期刊在传播形象和营销产品的过程中,也利用全媒体环境下全新的经营理念谋求发展之道。《时尚芭莎》通过丰富的内容、广泛开展跨界合作、打造全媒体传播阵容等措施,发展成为目前国内影响力最大的时尚类期刊之一。基于此,全媒体环境下时尚类期刊需通过全媒营销、互动营销、跨行营销以及变现营销来促进自身的长期发展。

Fashion periodicals,as symbols of the highly developed cultural industry,has great potentials in the all media era.In spreading images and marketing products,many fashion journals seek development by using brand-new business philosophy under the all media environment.For example,Harper’s BAZAAR has become one of the most influential fashion journals in China by continuously enriching the journal content,building an all media communication lineup,and extensively carrying out cross-border cooperation.This example tells that fashion journals need to seek development through all media marketing,interactive marketing,cross industry marketing and cash marketing.