[舞蹈毕业论文]
关键词： 时尚杂志 沟通 技术 原型
[摘要]：本文在时尚类杂志整顿的背景中，综合考量目前国内时尚杂志的经营状况，提出时尚类杂志发展深受受众、竞争、技术这三个变化因素的影响。从受众角度总结了其消费意识和文化意识上的五点特征；从竞争角度，运用原型理论，阐述塑造个性品牌，开辟全新市场的竞争策略；从技术角度，引入了国外的伙伴营销。最后综合提出，摆脱目前经营困局的关键在于恢复和寻求与其目标受众的联系，提供契合目标受众的内容，依据受众需求塑造个性化品牌，在此基础上，利用技术的力量，建立与读者的伙伴关系，深化与其他品牌的同盟关系，扩大市场影响力。
Abstract: In the background of fashion magazine regulation, this paper explores the business condition of fashion magazine, and proposes that the development of fashion magazine is deeply influenced by three factors as follows: audience, competition and technology. From the aspect of audience, five characteristics of consuming and culture consciousness are pointed out; from the aspect of competition, theories of Archetype is used to explain the building of brand with personality and the exploiting of new market; from the aspect of technology, Partnership Marketing is introduced. The aim of this paper is to prove the key to improving the business of fashion magazine is to communicate with audience, provide content and brand personality corresponding to the target audience, and deepen the partnership with audience and other brands with the power of technology.
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