【摘要】：科普類期刊是一種普通大眾常見到的期刊出版物。一本出色的科普期刊,可以擁有非常高的發(fā)行量,不僅起到普及科學(xué)知識的作用,而且在經(jīng)營上也能獲得豐厚的利潤。目前我國的科普期刊大概有500——600種之多,并且還有不斷壯大之趨勢,但是發(fā)行量和經(jīng)濟(jì)收益巨大的成功科普類期刊非常少見,大部分的科普期刊都在慘淡經(jīng)營,艱苦度日�？破掌诳詡鞑プ匀豢萍贾R和高新科技知識為內(nèi)容,具有高文化附加值,但是目前的經(jīng)營狀況卻不如大眾時(shí)尚類期刊那樣火爆,這不得不說是一個(gè)諷刺。究其原因,是我國目前科普期刊的商業(yè)模式,也即經(jīng)營模式已經(jīng)不符合現(xiàn)在飛速發(fā)展的出版市場了。隨著市場經(jīng)濟(jì)的全面發(fā)展,不但我國的金融經(jīng)濟(jì)產(chǎn)業(yè)向世界開放,文化產(chǎn)業(yè)如出版業(yè)也在以全新的速度與世界接軌。國外出版物向我國出版市場的滲透程度逐漸加大,在這種形式下,科普期刊只有認(rèn)清出版市場的現(xiàn)狀,從分析自身缺陷開始,針對自己高文化附加值的特點(diǎn),將現(xiàn)有商業(yè)模式進(jìn)行創(chuàng)新,才能在競爭激烈的出版市場上逐漸奪回失地。 前人的研究大概分為三個(gè)方面：一是對整個(gè)出版企業(yè)商業(yè)模式的研究；二是數(shù)字出版商業(yè)模式研究；三是期刊的商業(yè)模式創(chuàng)新研究。本文在閱讀大量相關(guān)文獻(xiàn)的基礎(chǔ)上,分析了我國科普期刊目前的狀況和陷入經(jīng)營困境的原因,以及種類、定位、經(jīng)營狀況等基本情況。隨著時(shí)間發(fā)展和社會進(jìn)步,21世紀(jì)的傳媒業(yè)市場充滿了變化、挑戰(zhàn)與機(jī)遇,然而許多科普期刊卻沒能跟得上迅速變化的傳媒市場,發(fā)行量一跌再跌。我國科普期刊現(xiàn)狀亟待改變,從哪個(gè)方面進(jìn)行創(chuàng)新和改變呢?筆者認(rèn)為,從商業(yè)模式出發(fā),改變經(jīng)營之道,才是我國科普期刊在變革的新時(shí)代中開創(chuàng)新局面的根本之道�？破掌诳纳姘l(fā)展由于受到其內(nèi)容的束縛性,所以并不能像大眾時(shí)尚期刊等內(nèi)容至上的期刊一樣,單純從內(nèi)容方面進(jìn)行完善和創(chuàng)新,而是要著重從商業(yè)模式入手針對實(shí)例的具體經(jīng)營數(shù)據(jù),總結(jié)分析了其一直采用的商業(yè)模式及其構(gòu)成要素,利用經(jīng)濟(jì)學(xué)中邁克爾·波特“價(jià)值鏈”理論和“商業(yè)模式”理論,將我國科普期刊出版產(chǎn)業(yè)的價(jià)值鏈進(jìn)行闡述和分析。提出了科普期刊商業(yè)模式創(chuàng)新的路徑、標(biāo)準(zhǔn)、構(gòu)成、檢驗(yàn)等結(jié)論,為目前稍顯低靡的科普期刊市場提供一點(diǎn)建議。
[Abstract]:The popular science periodical is a kind of periodical publication which is often seen by the general public. A good popular science journal, with a very high circulation, not only plays a role in popularizing scientific knowledge, but also makes a good profit in operation. At present, there are about 500-600 kinds of popular science periodicals in our country, and there is a growing trend. However, the successful popular science periodicals with huge circulation and economic benefits are very rare, and most of the popular science periodicals are hard to manage. Popular science periodicals, with the content of disseminating natural science and technology knowledge and high-tech knowledge, have high cultural added value, but the current management situation is not as popular fashion periodicals, which has to be said to be a satire. The reason is that the current business model of popular science periodicals in China, that is, the business model has not been in line with the rapid development of the publishing market. With the overall development of market economy, not only the financial and economic industries of our country are open to the world, but also the cultural industries, such as the publishing industry, are in line with the world at a new speed. The penetration of foreign publications into our country's publishing market is gradually increasing. In this form, popular science periodicals only have a clear understanding of the current situation of the publishing market and begin with the analysis of their own defects, aiming at their own characteristics of high cultural added value. Innovation of existing business models can gradually retake lost ground in the competitive publishing market. The previous studies are divided into three aspects: one is the study of the whole publishing enterprise business model, the other is the research of the digital publishing business model, and the third is the research on the business model innovation of periodicals. On the basis of reading a large number of related documents, this paper analyzes the current situation of popular science periodicals in China and the reasons for their difficulties in operation, as well as the basic conditions of their types, positioning and management. With the development of time and social progress, the media market in the 21st century is full of changes, challenges and opportunities. However, many popular science periodicals have failed to keep up with the rapidly changing media market. The current situation of popular science periodicals in China needs to be changed urgently. From which aspect are we going to innovate and change? The author thinks that it is the fundamental way for our country's popular science periodicals to create a new situation in the new era from the point of view of business model and changing the way of management. The survival and development of popular science periodicals are restricted by their contents, so they can not be perfected and innovated simply from the aspect of content, just like popular fashion periodicals. Instead, we should focus on the concrete management data from the business model, summarize and analyze the business model and its constituent elements, and utilize Michael Porter's theory of "value chain" and "business model" in economics. This paper expounds and analyzes the value chain of the publishing industry of popular science periodicals in China. This paper puts forward some conclusions about the innovation of the business model of popular science periodicals, such as the path, standard, constitution, test and so on, and provides some suggestions for the market of popular science periodicals.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G237.5

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本文編號：2411119