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论文大纲，目录 |
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目 录
上海当代杂志广告研究(1979-2003年)··················2
摘要···································································2
Abstract···························································3
关键词·······························································3
序论·································································4
第一章、中国当代杂志及杂志广告市场现状分析···4
一、杂志广告收入持续大幅上涨······························4
二、杂志广告印刷质量大幅提高······························5
三、杂志的出版周期缩短······································5
四、杂志发行渠道稳中求新····································6
五、杂志广告的广告主集中于时尚产品和高价奢侈品·······6
六、期刊同质化严重············································8
七、多数杂志仍以发行为主要收入来源······················8
八、杂志广告占杂志页数的比例偏低·························9
九、杂志广告收入占杂志总收入的比重不高·················10
第二章、上海当代杂志广告分析··························10
一、杂志广告初期阶段········································10
二、杂志广告转型期··········································12
三、杂志广告快速增长期····································13
一、时尚类杂志广告···································14
二、娱乐类杂志广告···································16
三、DM类杂志广告·····································18
四、财经类杂志广告···································19
五、汽车类杂志广告····································21
六、体育类杂志广告··································23
七、IT类杂志广告····································24
四、三个时期杂志广告的总结·······························26
第三章、上海杂志广告的发展与展望··················29
一、回顾过去·························································29
二、展望未来·····························无忧论文 【http://www.uklunwen.com】·····························30
总结·································································31
致谢·································································31
参考文献···························································32
著作······························································32
网站······························································32
杂志······························································32
注释··································································33
上海当代杂志广告研究（1979--2003）
摘要
杂志广告是一种重要的广告形式，它的特性是极其细化的分众传播。杂志广告在国外已经相当成熟，有着一套完整的体系。在中国，由于当代广告的发展只有25年的历史，并且杂志广告发展比起其他广告形式要迟了不少，因此还不能算是完善。但是杂志广告近10年的发展还是非常迅猛，各类杂志犹如雨后春笋，大大的丰富了杂志类型，高度的细分了受众，吸引了众多的广告主，地位提高了很多。近年来杂志广告的收入大幅度增加，每年的增长比例超过了电视、报纸、广播等其他广告媒体。综观上海杂志广告的发展，可以分为三个时期：杂志广告初期阶段1979-1990年；杂志广告转型期1991-1997年；杂志广告的快速增长期1998-2003年。每个时期杂志广告都有其自身鲜明的特色.
Abstract
The magazine advertising is a kind of important advertising form , its characteristic is extremely thinning fen spread allly . The magazine advertising has been already quite ripe abroad, there are a set of intact systems. In China, because of modern development of advertisement being only history for one year, and magazine advertising it develops to be late many compared with other advertising form, so still cannot be regarded as perfectly. But the development in the past 10 years of magazine advertising is still very swift and violent, all kinds of magazines are like the bamboo shoots after a spring rain, the abunda |
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