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全媒体时代建筑期刊品牌IP化策略实践 ——以《建筑技艺》杂志为例 |
Brand ip strategy practice of architectural journals in the all-media era: A case study of architectural technology magazine |
投稿时间:2024-06-03 修订日期:2024-09-30 |
DOI: |
中文关键词: 《建筑技艺》 全媒体时代 建筑期刊 品牌 IP化 |
英文关键词: Architectural Technology all-media era architectural journal brand IPization |
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中文摘要: |
近年来媒体环境日趋多元化,内容同质化现象日益显著,给媒体行业带来了严峻挑战。《建筑技艺》杂志积极应对这一趋势,采用精准定位、形象重塑、产品衍生及多元化传播等策略,成功构建了以“AT建筑”栏目为核心的品牌IP,并通过系列化的衍生产品和创新的内容形式,进一步丰富了品牌内涵,显著增强了品牌影响力。尽管在实施过程中面临成本和人力的不足,但《建筑技艺》的品牌IP化策略依然取得了显著成效,为专业期刊的发展提供了宝贵经验和借鉴。 |
英文摘要: |
In recent years, the media environment has become increasingly diversified, with content homogenization becoming more prominent, posing severe challenges to the media industry. In response to this trend, the journal Architectural Technology has adopted strategies such as precise positioning, image rebranding, product derivation, and diversified communication to successfully build a brand IP centered on the "AT Architecture" column. Through serialized derivative products and innovative content formats, it has further enriched the brand's connotation and significantly enhanced its brand influence. Despite facing shortcomings in costs and manpower during implementation, the brand IP strategy of Architectural Technology has still achieved remarkable results, providing valuable experience and reference for the development of professional journals. |
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