摘 要
苹果公司推出的 iPad 平板电脑为数字出版提供了全新的阅读体验，也对传统的杂
志出版欧亿·体育（中国）有限公司，尤其是市场份额最大的时尚类杂志，提出了新的挑战。如何迎接数字化
阅读时代的到来，平衡传统的平面杂志出版和新兴的数字杂志出版的关系以实现出版
企业的利益最大化，已经成为全欧亿·体育（中国）有限公司都函待解决的共同难题。本文从时尚类 iPad 杂志
营销战略的角度切入，在传统的市场营销 4P 理论的基础上，结合时尚类 iPad 杂志的
特点，提出了 4P+的营销战略研究框架，即在以时尚类杂志这种轻阅读特征较为明显
且产业链绵长的 iPad 杂志中，营销战略应以传统的市场营销 4P 要素聚合并黏住目标
受众，以整合营销、电子商务和增值服务等新的商业模来式创造收入。

关键词：iPad 杂志，时尚杂志，营销战略，4P+研究框架
Studying Marketing Strategy of Fashion iPad Magazines
Abstract
Apple’s iPad, featuring the entirely newly interactive reading experience, has
been completely changing the traditional magazine publishing industry, especially
the fashion magazine, which is the biggest sector. Now it’s a common challenge for
all the magazine industry players - how to balance the traditional print publishing
business and the emerging digital publishing business to maximize the profit in the
digital publishing era. This article, based on the 4P+ analysis framework which is
the combination of 4P theory and fashion magazine industry analysis, suggests that
industry players should attract and stick their target readers by 4P factors and
achieve their revenue by integrated marketing, e-business and value-added
services in this niche market instead of the conventional publishing and ad sales.
Keywords: iPad magazine, fashion magazine, marketing strategy, 4P+ framework