于20世纪九十年代兴起的新闻类周刊在中国经济化大潮中开拓出了自己的品牌经营模式,而诞生于1996年的《新周刊》是这类周刊的典范。其发展轨迹、办刊理念及品牌推广有着自成体系的操作模式。本文对这一典型媒介品牌进行解读,从该周刊的成功运营分析看我国新闻类周刊的品牌经营情况。 Newsweek, which emerged in the 1990s, pioneered its own brand management model in the tide of economic development in China. The “New Weekly” which was born in 1996 is a model for such weekly magazine. Its development track, philosophy and branding have their own mode of operation. This article interprets this typical media brand, and analyzes the brand management of China’s news weekly magazine from the successful operation analysis of the weekly magazine.