【摘要】：在中國(guó)期刊業(yè)中,學(xué)生文摘期刊在發(fā)行市場(chǎng)上占有較大比重。學(xué)生文摘期刊準(zhǔn)入門(mén)檻低,新刊層出不窮,但大浪淘沙后能生存下來(lái)的很少,還有不少是在苦苦支撐。學(xué)生文摘期刊不僅要應(yīng)對(duì)激烈的同行競(jìng)爭(zhēng),近幾年還受到互聯(lián)網(wǎng)的強(qiáng)大沖擊。如何在夾縫中找到適合自身生存發(fā)展的贏利模式、擴(kuò)大雜志發(fā)行量,成為學(xué)生文摘期刊亟待研究的問(wèn)題。此外,扶持新聞出版業(yè)“走出去”、提升中國(guó)文化軟實(shí)力,是我國(guó)近年來(lái)一項(xiàng)重要的國(guó)家戰(zhàn)略。學(xué)生文摘雜志如何借助國(guó)家“走出去”戰(zhàn)略之東風(fēng)拓展生存空間,也是一項(xiàng)具有重要現(xiàn)實(shí)意義的研究課題。 本文概述了我國(guó)學(xué)生文摘期刊的經(jīng)營(yíng)狀況,通過(guò)對(duì)市場(chǎng)環(huán)境的分析以及各種贏利模式的比較,找到了其難以依賴(lài)廣告及附加產(chǎn)品壯大的原因,指出擴(kuò)大發(fā)行量是學(xué)生文摘期刊贏利的現(xiàn)實(shí)選擇。文章介紹了我國(guó)學(xué)生文摘期刊國(guó)內(nèi)發(fā)行的現(xiàn)狀和“走出去”的征途,總結(jié)了《讀者》、《少年文摘》等學(xué)生文摘品牌期刊相對(duì)成功的海內(nèi)外發(fā)行經(jīng)驗(yàn)。本文的最后一部分著力于探討信息爆炸時(shí)代學(xué)生文摘期刊如何持續(xù)、深入拓展海內(nèi)外發(fā)行渠道,在提升雜志品質(zhì)、尋求集團(tuán)客戶(hù)合作、拓展網(wǎng)絡(luò)發(fā)行、學(xué)生媒體結(jié)盟以及借國(guó)家“走出去”之戰(zhàn)略東風(fēng)揚(yáng)帆出海等方面進(jìn)行了積極的探索。
[Abstract]:In the Chinese periodical industry, student abstract periodicals occupy a large proportion in the distribution market. The entry threshold of student abstract journals is low, and new journals emerge in endlessly, but few of them can survive, and many of them are still hard to support. Student abstract journals not only have to cope with fierce peer competition, but also have been strongly impacted by the Internet in recent years. How to find a profit model suitable for their own survival and development and how to expand the circulation of magazines in the gap have become an urgent problem to be studied in student abstracts journals. In addition, it is an important national strategy in recent years to support the press and publication industry to "go out" and enhance the soft power of Chinese culture. How to expand the living space with the help of the national "going out" strategy is also an important research topic for student abstract magazine. This paper summarizes the management situation of student abstract periodicals in China. Through the analysis of market environment and the comparison of various profit models, the reasons why it is difficult to rely on advertising and the expansion of additional products are found. It is pointed out that enlarging circulation is the realistic choice for the profit of student abstract periodicals. This paper introduces the present situation of domestic distribution of student abstract periodicals in China and the journey of "going out", and sums up the relatively successful domestic and overseas distribution experiences of brand journals of students' abstracts, such as readers, Junior Digest and so on. The last part of this paper is devoted to discussing how the student abstract periodicals in the era of information explosion can continue, expand the distribution channels at home and abroad, improve the quality of magazines, seek the cooperation of group customers, and expand the network distribution. The student media alliance and the strategy of going out to sea are actively explored.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G235

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