本文選題：體育學(xué)術(shù)核心期刊 + 欄目設(shè)置　； 參考：《上海體育學(xué)院》2010年碩士論文

【摘要】： 體育學(xué)術(shù)期刊是體育科技期刊的一個(gè)分支,目前在我國(guó)50余種體育學(xué)術(shù)期刊中有16家入選中文體育類核心期刊。這16家體育學(xué)術(shù)核心期刊代表著我國(guó)體育科研的最高水平,超過(guò)70%的體育科研成果是以學(xué)術(shù)論文的形式發(fā)表在這些期刊上。 作為目前我國(guó)體育學(xué)術(shù)交流的重要載體,16家體育學(xué)術(shù)核心期刊肩負(fù)著傳播體育科技信息,展示體育科學(xué)研究最新成果,培養(yǎng)體育科研后備人才等重任。因此,本論文以16家體育學(xué)術(shù)核心期刊為研究對(duì)象,從各家期刊的基本情況著手研究,進(jìn)而探討各期刊欄目設(shè)置的規(guī)律和特點(diǎn),最后歸結(jié)到期刊的廣告經(jīng)營(yíng)狀況,以期找出目前我國(guó)體育核心期刊發(fā)展中存在的不足,并提出相應(yīng)對(duì)策。 本研究通過(guò)對(duì)16家期刊樣刊進(jìn)行查閱,收集并整理了相關(guān)資料與數(shù)據(jù)。同時(shí)就期刊欄目設(shè)置于廣告經(jīng)營(yíng)等問(wèn)題走訪相關(guān)專家進(jìn)行探討,此外查閱與本研究相關(guān)文獻(xiàn)近200篇,運(yùn)用Microsoft Excel 2003對(duì)所得數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,研究結(jié)果如下： 我國(guó)16家體育學(xué)術(shù)核心期刊的欄目設(shè)置沒(méi)有統(tǒng)一的標(biāo)準(zhǔn),大致可分為三類：按學(xué)科劃分欄目；按學(xué)科以及其他分類混合劃分欄目；沒(méi)有明顯標(biāo)準(zhǔn)劃分欄目。 我國(guó)16家體育學(xué)術(shù)核心期刊總體上欄目設(shè)置具有較高的穩(wěn)定性,其中體育社會(huì)學(xué)、運(yùn)動(dòng)人體科學(xué)及心理學(xué)、運(yùn)動(dòng)訓(xùn)練學(xué)、學(xué)校體育、體育教育學(xué)和民族傳統(tǒng)體育等欄目最為穩(wěn)定,是我國(guó)體育科研的重點(diǎn)和熱點(diǎn)。 我國(guó)體育學(xué)術(shù)核心期刊廣告刊登現(xiàn)狀堪憂,雖已有8家期刊取得廣告經(jīng)營(yíng)許可權(quán),但在2008年中僅有《體育學(xué)刊》1家有廣告刊登。 制約我國(guó)體育核心期刊開(kāi)展廣告經(jīng)營(yíng)的主要因素是：在現(xiàn)有機(jī)制環(huán)境.下,體育學(xué)術(shù)期刊無(wú)須廣告開(kāi)發(fā)便有不錯(cuò)的生存環(huán)境。此外,從業(yè)人員缺乏市場(chǎng)意識(shí)、經(jīng)營(yíng)模式陳舊、對(duì)受眾和市場(chǎng)研究不足、期刊沒(méi)有形成品牌優(yōu)勢(shì)以及對(duì)期刊商品屬性的誤讀都是影響我國(guó)體育學(xué)術(shù)期刊開(kāi)展廣告經(jīng)營(yíng)的因素。 我國(guó)體育學(xué)術(shù)期刊改善廣告經(jīng)營(yíng)狀況,可從以下幾個(gè)方面入手：提升期刊質(zhì)量,優(yōu)化欄目設(shè)置以形成品牌欄目,以品牌拉動(dòng)經(jīng)營(yíng)；培養(yǎng)市場(chǎng)意識(shí)、競(jìng)爭(zhēng)意識(shí)和憂患意識(shí)；重視受眾和市場(chǎng)研究；重視經(jīng)營(yíng)人才的培養(yǎng)和挖掘；學(xué)習(xí)國(guó)外科技期刊的成功經(jīng)驗(yàn)等。
[Abstract]:Sports academic journals are a branch of sports science and technology periodicals. At present, 16 of the more than 50 kinds of sports academic journals in China are selected as core Chinese sports periodicals. These 16 core sports academic journals represent the highest level of sports scientific research in China. More than 70% of sports scientific research results are published in these journals in the form of academic papers. As an important carrier of sports academic exchanges in China, 16 core sports academic journals shoulder the responsibility of disseminating sports scientific and technological information. Show the latest achievements of sports science research, cultivate sports scientific research reserve personnel and other important tasks. Therefore, this paper takes 16 sports academic core periodicals as the research object, starting with the basic situation of each journal, and then discussing the rules and characteristics of the column setting of each journal, and finally comes down to the advertising management situation of the periodicals. In order to find out the deficiency in the development of sports core periodicals in our country at present, and put forward the corresponding countermeasures, this study collected and collated the relevant materials and data by consulting 16 sample periodicals. At the same time, it discusses the issue of periodical column set up in advertising management, and visits the relevant experts. In addition, it refers to nearly 200 articles related to this study, and uses Microsoft Excel 2003 to carry out statistical analysis on the data obtained. The results are as follows: there is no uniform standard for the column setup of 16 sports academic core periodicals in China, which can be divided into three categories: the column by discipline, the column by subject and other categories; There are 16 core journals of physical education in China, which have high stability, including sports sociology, sports human science and psychology, sports training, school physical education, etc. The columns of physical education and traditional national sports are the most stable and the focus and hotspot of sports research in our country. The present situation of advertising of sports academic core periodicals in our country is worrying, although 8 periodicals have obtained the license of advertising management. However, in the middle of 2008, only one sports journal was advertised. The main factors restricting the advertising management of the core sports periodicals in China are: in the existing institutional environment. Under, sports academic periodical does not need advertisement development to have good living environment. In addition, practitioners lack market awareness, outdated business models, inadequate research on audiences and markets, The lack of brand advantages and misreading of the commodity attributes of periodicals are the factors that affect the advertising management of sports academic journals in China. We can start from the following aspects: to improve the quality of periodicals, to optimize column setting to form brand columns, to promote brand management, to cultivate market awareness, competition awareness and distress awareness, to attach importance to audience and market research; Attach importance to the training and mining of management personnel; learn the successful experience of foreign scientific and technological journals, etc.
【學(xué)位授予單位】：上海體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G232

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