【摘要】：近兩年來期刊體制改革如火如荼,作為由交通運輸部主管,中國海事局主辦,天津海事局承辦的,并由政府撥款,面向國內(nèi)外公開發(fā)行的綜合性技術(shù)刊物《中國海事》如何搶抓機遇,布局謀篇,適應(yīng)時代潮流順勢而上,做強做大,成為雜志亟待深思的首要問題。 本文以《中國海事》雜志的轉(zhuǎn)企改制為研究對象,運用現(xiàn)代管理學(xué)和傳播學(xué)的基本理論,從戰(zhàn)略的角度探索研究雜志轉(zhuǎn)企后的一系列經(jīng)營舉措和觀點。在雜志轉(zhuǎn)制后受眾定位及編輯方針定位分析上,本文通過對2000多份問卷進行數(shù)據(jù)統(tǒng)計和分析,最終鎖定了雜志的受眾范圍。在雜志轉(zhuǎn)企后的品牌建設(shè)與戰(zhàn)略經(jīng)營方面,深入分析了《中國海事》在市場競爭中的內(nèi)部因素和外部因素,在此基礎(chǔ)上得出了雜志轉(zhuǎn)制后的主要經(jīng)營發(fā)展策略。此外,本文還根據(jù)雜志的運行現(xiàn)狀,并借鑒業(yè)內(nèi)其他期刊經(jīng)營管理的成功經(jīng)驗,設(shè)置了雜志轉(zhuǎn)制后的經(jīng)營性產(chǎn)品,設(shè)計了雜志企業(yè)運行的組織架構(gòu)。 本文力求摸索出《中國海事》體制改革后的發(fā)展規(guī)律,指導(dǎo)雜志前行的方向,實現(xiàn)雜志轉(zhuǎn)企后社會效益和經(jīng)濟效益的雙豐收。
[Abstract]:In the past two years, the reform of the periodical system has been in full swing. It was sponsored by the Ministry of Transport, sponsored by the China Maritime Administration, and sponsored by the Tianjin Maritime Bureau, and financed by the government. How to seize the opportunity, arrange the article, adapt to the trend of the times and make it bigger and stronger is the most important problem for the magazine. In this paper, the author takes the "China Maritime" magazine as the object of study, applies the basic theories of modern management and communication, and explores a series of management measures and viewpoints after the magazine's transformation from a strategic point of view. Based on the analysis of audience orientation and editorial policy after magazine transformation, this paper analyzes the data of more than 2000 questionnaires, and finally locks the magazine's audience range. In the aspect of brand construction and strategic management after the magazine conversion, the internal and external factors in the market competition of China Maritime Industry are analyzed in depth, and on this basis, the main management and development strategies of the magazine after the transformation are obtained. In addition, according to the current situation of the magazine operation and the successful experience of other periodicals in the industry, this paper sets up the operating products after the transformation of the magazine, and designs the organization structure of the operation of the magazine enterprise. This paper tries to find out the law of development after the system reform of "China Maritime Affairs", to guide the direction of the magazine, and to realize the double harvest of social and economic benefits after the magazine turns into an enterprise.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G239.22

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本文編號：2184095