进入21世纪以来,随着信息技术的快速发展,以网络媒体、手机媒体为代表
的新媒体在全球范围内迅速崛起。媒介市场竞争的日益激烈,使平面杂志不得不
寻求各种有效手段塑造品牌,打造自己的核心竞争力。在新媒体发展的今天,从
读者的阅读习惯的改变和从广告主选择媒体的情况来看,新媒体不仅分流了杂志
的读者,还分割了杂志的广告份额,所以平面杂志往日的风采已不再,核心竞争
力不明显,没有了绝对的竞争优势。在平面杂志等传统媒体受到新媒体冲击的时
候,我们应该从整合营销传播的角度来重新审视以广告业务为主要赢利的媒体的
发展之路。本文采用文献研究、比较研究与调研法相结合的研究方法,结合《妈
妈尘宝》杂志社广告业务的发展现状和存在的问题,以整合营销传播的基本理论
和传播学的相关理论为主要理论依据,分析了杂志社所处的内外部环境及各种因
素,同时对杂志社所具有的优势、劣势和面临的机会及威胁进行了全面的分析。
在此基础上,结合行业特点、自身优势和整合营销传播实践,对比各种新媒体的
发展,有效提出了整合营销传播策略并进行了相关策略的选择,以更有针对性的
符合《妈妈宝宝》杂志社的营销传播状况,以此提升杂志社的整合营销传播效果,
为杂志社不断创造价值的同时也为杂志社的可持续发展奠定坚实的基础。
本论文从多个角度出发分析了整合营销传播在杂志社广告业务的实际应用。
将市场营销、品牌定位和管理、新媒体技术等相关知识与杂志社实际情况相结合,
分析出整合营销传播在杂志社的必要性及在广告业务上如何实施。希望能给《妈
妈尘宝》杂志社营销模式的改良作为一个参考,同时也为其他母婴类杂志和相关
企业的整合营销传播提供有益的借鉴。
关键词:整合营销传播;新媒体;广告
ABSTRACT
Integrated Marketing Communications introduced to China in the 90s of the last
century, China has been widely disseminated, integrated marketing communication is a
profound change in the traditional marketing model, which broke free from the shackles
of the traditional marketing model, in a complete, collaborative and consistent
marketing mode,the full integration of a variety of strategic resources, and fully
mobilize all positive factors, to establish interaction and consensus with the relationship
between the interests of the people, to form a brand competitiveness. Therefore, “ Mom
Baby ” magazine introduction of integrated marketing communication theory,
become the inevitable choice of the magazine and print media, but also the general trend
of the community.
In the 21st century, with the rapid development of information technology and new
media to online media, mobile media worldwide rapid rise. The increasingly fierce
competition in the media market, the print magazine had to seek a variety of effective
means to build brand, build their own core competitiveness. Development of new media,
from the situation of the reading habits of readers and advertisers choose media, new
media not only divert the readers of the magazine, but also magazine advertising share
split, the former presence of the print magazine has not again, the core competitiveness
is not obvious, there is no absolute competitive advantage. In traditional media such as
print magazine by the impact of new media, advertising profitable media to re-examine
the development of the road from the point of view of integrated marketing
communication. In this paper, a combination of literature research and compare research
methods,combined with the development status and existing problems of M Mom
Baby “ magazine Advertising, the basic theory of integrated marketing communication
and the theory of Communication as the main theoretical basis for analysis of the
magazine in which the internal and external environment and a variety of factors, while
the magazine has the advantage of weaknesses and the opportunities and threats facing
the comprehensive analysis. On this basis, combined with the characteristics of the
industry, its own advantages and marketing communications practice, compared to the
development of a variety of new media, effective integrated marketing communication
strategy and related policy choice to be more targeted to meet the MomBaby
marketing communications status of the magazine, and the magazine in order to
enhance the effect of integrated marketing communication, continue to create value for
the magazine while also laying a solid foundation for the sustainable development of the
magazine.
In this thesis, the practical application of integrated marketing communications in
the magazine Advertising analyzed from many perspectives. The combination of
marketing, brand positioning and management, new media technology, knowledge of
the actual situation of the magazine and the analysis of the integrated marketing
communications in the necessity of the magazine and in the advertising business on how
to implement. Give improved marketing model of Baby Mama magazine to do a
reference, and also provide useful lessons for other maternal and child class magazines
and corporate integrated marketing communication.
Key words: Integrated Marketing Communication; New Media; Advertising
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