论文以 S 杂志这一中国最早、最大的时尚杂志集团也是较早进行全媒体战略
转型的企业为研究对象展开研究。在查阅了大量的传统媒体、新媒体、市场营销、
广告学相关文献的基础上，借鉴前人关于广告策略理论和企业竞争力理论的研究
成果，以此作为对全媒体时代 S 杂志广告策略研究的基础。在对 S 杂志及其全媒
体战略布局、产业链布局等情况介绍的基础上，利用一手的 S 杂志传统广告销售
数据统计资料，对 S 杂志及其强劲竞争对手康泰纳仕集团和赫斯特集团广告销售
业绩进行对比分析，从而明确 S 杂志在目前全媒体视角下广告业务发展所面临的
来自企业内部和外部的挑战。
论文进而对 S 杂志广告业务竞争环境进行分析。分别以广告主和目标受众为
立足点，分析不同媒体时代企业核心竞争力的变化；利用 PEST 分析法对 S 杂志
目前所处的政治、经济、社会、技术等环境进行充分的调查，分析宏观环境对 S
杂志广告业务发展的影响。之后通过对 S 杂志进行 SWOT 分析，提出 S 杂志广告
业务今后发展的基本方针。最后，对全媒体时代 S 杂志广告业务发展策略进行优
化，包括明确 S 杂志广告业务定位,提出广告销售平台进行的构建、多样化的广
告形式以及今后广告业务盈利增长点的深度挖掘等具体策略建议。
希望本文的研究能够对全媒体时代 S 杂志广告业务未来的良性发展提供帮
助。同时 S 杂志作为时尚界和传媒界结合体的领军人，其成功经验对业界的其他
企业有至关重要的借鉴意义。
关键词：全媒体，广告，广告策略，S 杂志
Abstract
While the network media becomes more and more attractive, traditional media
becomes strenuous in the competition market. Omni-media has become a more and
more popular way to deliver information. Advertising sales being considered as the
most profitable point in the traditional media, how to develope and make it more
profitable advertising sales platform to fit with current Omni-media development
situation needs to be considered in the strategy.
This research uses S magazine, China’s earliest and biggest fashion magazine
group and also earlier enterprise to all media strategy transformation ,as a case to
study. Doing researches on traditional media, modern media, Omni-media, marketing
and advertising literatures,and also considering research and achievements of former
experts establish the theoretical base of this research . Based on S magazine’s brief
introduction on Omni-media, strategy, integrated marketing and advertisement
tactics,and with the statistical data of traditional advertisement, comparative analysis
on sales between S magazine and its 2 big competitors Cond Nast Group and Hearst
Group, is made. Then the outside and inside challenges in developing advertise
business for S magazine are to found.
This paper further analyses the competitive environment of S magazine’s
advertisement business. Focus on the advertisement poster and receiver to analyse the
transformation of core competitiveness of S. With PEST methods, the political,
economic, social, technology environment that S group faces and how these factors
affect S business development is analysed. Then with SWOT analysis, the solution for
S’s future business development is offered. In the end, the optimized advertisement
tactics of S group is proposed, including setting up the target for advertisement
business, re-designing the business platform, Developing more profitable
advertisement business points with comprehensive forms.
Hope this study can help guide S group’s advertisement business development.
Also as S group is the leader of the fashion magazine media, its experience will also
has special reference to other fashion media groups.
Key words: Omnimedia advertisement advertisement tactics S magazine
==>>