本文選題：老年期刊 + 出版發(fā)行�。� 參考：《安徽大學(xué)》2012年碩士論文

【摘要】：因我國(guó)離退休制度而建立起來(lái)的老年期刊,經(jīng)過(guò)三十多年的發(fā)展,已經(jīng)成為一種在媒體市場(chǎng)具有一定影響力、內(nèi)容較為成熟、讀者對(duì)象較為穩(wěn)定的期刊種類。隨著我國(guó)經(jīng)濟(jì)的持續(xù)發(fā)展,人民生活水平的不斷提高,老齡化發(fā)展速度的不斷加快,老年人群的不斷增多,我國(guó)老年期刊因此獲得了極為廣闊的發(fā)展空間。但反觀現(xiàn)實(shí)情況,面對(duì)日益多元化、個(gè)性化的讀者需求,我國(guó)的老年期刊則更多地顯露出自身存在的先天不足和欠缺；與西方較為成熟的老年類雜志相比,在出版、發(fā)行、經(jīng)營(yíng)等方面都存在著很大的差距。我國(guó)的老年期刊亟需認(rèn)清形勢(shì)、改革創(chuàng)新,以適應(yīng)當(dāng)今市場(chǎng)化的發(fā)展要求。 另一方面,隨著社會(huì)經(jīng)濟(jì)的持續(xù)發(fā)展,人民生活水平和文化水平的不斷提高,安徽省媒體市場(chǎng)面臨著更多的機(jī)遇和挑戰(zhàn)。作為擁有900多萬(wàn)(2010年人口普查結(jié)果)老年人口的安徽,老年讀者群體的數(shù)量非常龐大,老年讀者的購(gòu)買力十分強(qiáng)大,閱讀需求也極為強(qiáng)烈,但與之相對(duì)的卻是安徽省至今沒(méi)有一份完全由本省獨(dú)立策劃創(chuàng)辦、出版發(fā)行、自主經(jīng)營(yíng)、只有鮮明本土特色的老年類期刊。這一反差,充分顯露了安徽省老年媒體市場(chǎng)的缺失,安徽省亟需創(chuàng)辦一份真正為本省老年讀者服務(wù)、滿足老年群體閱讀需求的老年期刊,從而為安徽省健康老齡化貢獻(xiàn)應(yīng)有的力量。 針對(duì)這些問(wèn)題,本文首先對(duì)我國(guó)老年期刊的發(fā)展歷程進(jìn)行了回顧,進(jìn)而引出對(duì)現(xiàn)今我國(guó)老年期刊所處的宏觀和微觀營(yíng)銷環(huán)境的分析和比較,以求更加深入剖析我國(guó)老年期刊所面對(duì)的市場(chǎng)大環(huán)境以及自身?yè)碛械奶攸c(diǎn)、存在的問(wèn)題和未來(lái)可能面對(duì)的機(jī)遇和挑戰(zhàn)；然后,本文針對(duì)安徽省老年期刊市場(chǎng)空缺問(wèn)題,在對(duì)安徽省老年讀者進(jìn)行實(shí)地問(wèn)卷調(diào)查的基礎(chǔ)上,根據(jù)調(diào)查統(tǒng)計(jì)結(jié)果,分析安徽省老年人群的群體現(xiàn)狀、雜志的閱讀情況以及老年讀者的閱讀需求；最后,依據(jù)安徽省老年讀者的閱讀情況的分析,對(duì)我省老年期刊未來(lái)發(fā)展方向、發(fā)展策略等問(wèn)題進(jìn)行探討,尋求適合我省老年雜志發(fā)展的策略和辦法,以期為我省創(chuàng)辦具有本土特色、適應(yīng)市場(chǎng)化競(jìng)爭(zhēng)需求、符合我省老年讀者閱讀需求的老年期刊獻(xiàn)計(jì)獻(xiàn)策。
[Abstract]:After more than 30 years of development, the old periodicals, which have been established because of the retirement system in China, have become a kind of periodicals with certain influence, mature content and stable readers in the media market. With the continuous development of economy, the improvement of people's living standard, the acceleration of aging development speed and the increasing number of elderly people, the periodicals for the elderly in our country have gained a very broad development space. But on the contrary, in the face of the increasingly diversified and individualized needs of readers, our country's geriatric periodicals are more exposed to their inherent deficiencies and deficiencies; compared with the more mature magazines for the elderly in the West, they are published and distributed. There is a big gap in management and so on. It is urgent to recognize the situation, reform and innovation in order to meet the needs of market-oriented development in China's geriatric periodicals. On the other hand, with the sustainable development of social economy and the improvement of people's living standard and culture level, the media market in Anhui Province is facing more opportunities and challenges. Anhui, with a population of more than 9 million (the results of the 2010 census), has a very large number of elderly readers. The purchasing power of the elderly readers is very strong, and the demand for reading is extremely strong. However, there is no such periodical in Anhui Province that has been set up, published and distributed independently, and only has distinct local characteristics. This contrast has fully revealed the lack of the elderly media market in Anhui Province, and Anhui Province urgently needs to create a journal for the elderly to serve the elderly readers and meet the reading needs of the elderly population in Anhui Province. In order to contribute to the healthy aging of Anhui Province should be the strength. In view of these problems, this paper first reviews the development course of Chinese geriatric periodicals, and then leads to the analysis and comparison of the macro and micro marketing environment of our country's geriatric periodicals. In order to analyze the market environment, the characteristics, the existing problems and the opportunities and challenges of the geriatric periodicals in our country, this paper aims at the vacancy of the geriatric periodicals market in Anhui Province. On the basis of a field survey of the elderly readers in Anhui Province, and according to the results of the survey, this paper analyzes the current situation of the elderly population in Anhui Province, the reading situation of the magazine and the reading needs of the elderly readers. Based on the analysis of the reading situation of the elderly readers in Anhui Province, this paper probes into the future development direction and development strategy of the geriatric periodicals in our province, and seeks for the strategies and methods suitable for the development of the geriatric magazines in our province, in order to have local characteristics for the establishment of the geriatric periodicals in our province. To meet the needs of market-oriented competition and to meet the reading needs of the elderly readers in our province to provide advice for the elderly periodicals.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2-F

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本文編號(hào)：1901267