摘要：

【目的】当前网络科技日益成熟,新媒体平台的迅猛发展不断冲击着传统纸媒的生存空间。为了刊物的长远发展,科普类杂志应转变营销传播模式,借助新媒体平台实现自身品牌的塑造。【方法】基于传统的杂志期刊营销模式,创新性地引入“网络整合营销传播”理论和“拟人化沟通”理论,分析以《博物》杂志为例的科普类杂志品牌塑造的策略。【结果】探讨了《博物》杂志的网络整合营销传播模式的基本架构,并基于“拟人化沟通”理论,具体分析了《博物》杂志借助新媒体平台塑造科普类杂志品牌形象的过程。【结论】《博物》杂志借助新媒体平台的运营,扩大了受众范围,提升了杂志销量,成功塑造了自身的科普类杂志品牌形象,对我国科普类杂志的品牌塑造富有现实的借鉴意义。

关键词: 网络整合营销传播, 科普类杂志, 拟人化沟通, 品牌塑造

Abstract:

[Purposes] As Internet technology becomes mature, the new media platform grows explosively.For future development.The popular sciencemagazine should transformitsmarketing communication pattern towards the new media platform and bulit its own brand w ith the platform.[Methods] Based on the traditional marketing pattern,we creatively introduced the network integrated marketing communication theory and anthropomorphism communication theory to analyze the strategy of modeling brand for popular science magazines such as Bo Wu.[Findings] We discuss the basic architecture of the network integrated communication pattern in Bo Wu.Then, we analyze the procedure of modeling brand of popular science magazines,which Bo Wu used in its new media platform.The analysis is based on the anthropomorphism communication theory.[Conclusions] By leveraging operation in the new media platform,Bo Wu extensively expands its scope of audience,dramatically increases its sales, and successfully models its own popular science magazine brand, which is a great referential experience to the popular sciencemagazine of our country.

Key words: Network integrated marketing communication, Popular science magazine, Anthropomorphism communication, Brand building