【摘要】：本文從當(dāng)下中國出版物發(fā)行理論圖書強而報刊弱的缺失入手,指出報刊發(fā)行四大功能對報刊傳媒產(chǎn)業(yè)的重要性,以及報刊發(fā)行理論研究是產(chǎn)業(yè)實踐的迫切要求,進而主張以更有代表性的中國大眾期刊發(fā)行(相比報紙及學(xué)術(shù)期刊發(fā)行具有地域全國化、行為市場化、受眾大眾化明顯特征)研究,作為開啟中國報刊發(fā)行理論研究體系大門的鑰匙。這是本文展開的立論邏輯和現(xiàn)實意義。論文主體研究框架依次包括：發(fā)行供需狀況、政策規(guī)制、市場演化、流通制度、渠道、中間商、促銷七部分。前五部分屬于產(chǎn)業(yè)環(huán)節(jié)基礎(chǔ)理論研究,后兩部分為市場營銷應(yīng)用型研究,內(nèi)容包括歷史梳理、現(xiàn)實邏輯與未來展望等論述。中國大眾期刊發(fā)行供需受政治、經(jīng)濟、教育和技術(shù)以及非可控因素影響；20世紀(jì)80年代后大量業(yè)外資本涌入對供給影響巨大；至于需求,1949年以來先后經(jīng)歷了國家政治、民眾精神、社會商業(yè)、產(chǎn)業(yè)資本的四個顯性階段特征需求影響,也由此造成產(chǎn)業(yè)局限、發(fā)展、繁榮與演變；其未來將呈現(xiàn)出供給多元化與區(qū)域化、品種的細(xì)分化與差異化、載體的貴重與免費兩極分化、技術(shù)變革影響日趨重要趨勢。中國大眾期刊發(fā)行的政策規(guī)制在現(xiàn)實中主要體現(xiàn)為產(chǎn)品提供商的主辦主管制度,以及分銷主體的登記許可制度,未來政策規(guī)制走向會造成業(yè)界日漸“國進民退”。在上述供需狀況、政策規(guī)制條件下,中國大眾期刊發(fā)行市場演化先后經(jīng)歷郵局一統(tǒng)天下、自辦發(fā)行從無到有、產(chǎn)業(yè)鏈日漸形成、政府主導(dǎo)加入WTO前的市場廓清、群雄逐鹿分銷市場五個階段,未來發(fā)展將主要受制于供需不匹配以及分銷讓利兩大根本矛盾。中國大眾期刊發(fā)行流通制度包括代理制度和發(fā)行量稽核制度,本文以美國、日本為參照,對中國相關(guān)制度進行研究及評析,指出固有全能型政府思維滯緩了中國發(fā)行量稽核制度的發(fā)展,其出路在于為發(fā)行業(yè)進行政策松綁并力促廣告業(yè)繁榮。對中國大眾期刊發(fā)行渠道,本文按類型介紹不同渠道性能及優(yōu)缺點,同時分析其改進、調(diào)整和創(chuàng)新的方式、時機和障礙等問題,也總結(jié)出未來發(fā)展七大趨勢。中間商和促銷是大眾期刊發(fā)行實現(xiàn)價值交換及提升的重要產(chǎn)業(yè)要素,本文研究了適合中國大眾期刊發(fā)行的中間商銷售管理、發(fā)展規(guī)劃、甄選流程,以及促銷的時機、目標(biāo)、原則、方式、實施和評估等理論與實務(wù)。
[Abstract]:This paper, starting with the lack of theoretical books and the weakness of newspapers and periodicals, points out the importance of the four major functions of the publication of newspapers and periodicals to the press and media industry, as well as the urgent demand for the study of the publishing theory of newspapers and periodicals, and then advocates a more representative issue of Chinese mass periodicals (compared with the publication of newspapers and academic periodicals. The research is the key to opening the door of the theoretical research system of Chinese newspapers and periodicals. This is the logical and practical significance of this paper. The research framework of the main body of the paper includes supply and demand situation, policy regulation, market evolution, circulation system, channel, middleman, The seven part of the promotion. The first five parts belong to the research of the basic theory of the industrial link, and the latter two are the research on the marketing application type. The content includes history, the realistic logic and the future outlook. The supply and demand of Chinese popular periodicals is influenced by politics, economy, education and technology as well as the non controllable factors; after the 1980s, a large amount of outside capital is invested. The influx has a great impact on supply. As for demand, since 1949, the influence of the four dominant stages of state politics, people's spirit, social commerce and industrial capital has been affected, and the industrial limitations, development, prosperity and evolution are also caused by the demand, and the future will be provided for diversification and regionalization, and the variety and differentiation of varieties. In reality, the policy regulation of the issue of mass periodicals is mainly embodied in the host system of the product providers, as well as the registration licensing system of the distribution subject, and the trend of future policy regulation will cause the industry to "return to the people" and the situation of supply and demand. Under the conditions of policy regulation, the market evolution of China's mass periodicals has gone through the post office all over the world, which has been issued from nothing to the market, the industrial chain is gradually formed, the government leading the market clearance before joining WTO, and the five stages of the distribution of the market, and the future development will be mainly affected by the two fundamental contradictions between supply and demand mismatch and distribution and profit. The circulation system of the circulation of national popular periodicals includes the agency system and the auditing system of the circulation. This paper, taking the United States and Japan as the reference, studies and evaluates the related systems in China. It points out that the thinking of the inherent omnipotent government has slowed the development of the audit system of China's circulation, and the way out is to make policy loosening and promote the advertising industry to flourish. On the distribution channel of Chinese popular journals, this paper introduces the performance and advantages and disadvantages of different channels according to the types, and analyses the problems of its improvement, adjustment and innovation, the timing and obstacles, and summarizes the seven major trends in the future development. The middle business and promotion are the important industrial elements of the exchange and promotion of the value of the public periodical circulation. The theory and practice of marketing management, development planning, selection process, and timing, objectives, principles, methods, implementation and evaluation of the marketing management, development planning, selection process, and promotion are suitable for the issue of Chinese popular journals.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2011
【分類號】：G235

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本文編號：2149109