目录上海当代杂志广告研究(1979-2003年)··················2摘要···································································2Abstract···························································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··························································30总结·································································31致谢·································································31参考文献···························································32著作····························...
