安徽省老年期刊市场研究

发布时间：2018-05-17 11:55

本文选题：老年期刊 + 出版发行　；参考：《安徽大学》2012年硕士论文

【摘要】：因我国离退休制度而建立起来的老年期刊,经过三十多年的发展,已经成为一种在媒体市场具有一定影响力、内容较为成熟、读者对象较为稳定的期刊种类。随着我国经济的持续发展,人民生活水平的不断提高,老龄化发展速度的不断加快,老年人群的不断增多,我国老年期刊因此获得了极为广阔的发展空间。但反观现实情况,面对日益多元化、个性化的读者需求,我国的老年期刊则更多地显露出自身存在的先天不足和欠缺；与西方较为成熟的老年类杂志相比,在出版、发行、经营等方面都存在着很大的差距。我国的老年期刊亟需认清形势、改革创新,以适应当今市场化的发展要求。另一方面,随着社会经济的持续发展,人民生活水平和文化水平的不断提高,安徽省媒体市场面临着更多的机遇和挑战。作为拥有900多万(2010年人口普查结果)老年人口的安徽,老年读者群体的数量非常庞大,老年读者的购买力十分强大,阅读需求也极为强烈,但与之相对的却是安徽省至今没有一份完全由本省独立策划创办、出版发行、自主经营、只有鲜明本土特色的老年类期刊。这一反差,充分显露了安徽省老年媒体市场的缺失,安徽省亟需创办一份真正为本省老年读者服务、满足老年群体阅读需求的老年期刊,从而为安徽省健康老龄化贡献应有的力量。针对这些问题,本文首先对我国老年期刊的发展历程进行了回顾,进而引出对现今我国老年期刊所处的宏观和微观营销环境的分析和比较,以求更加深入剖析我国老年期刊所面对的市场大环境以及自身拥有的特点、存在的问题和未来可能面对的机遇和挑战；然后,本文针对安徽省老年期刊市场空缺问题,在对安徽省老年读者进行实地问卷调查的基础上,根据调查统计结果,分析安徽省老年人群的群体现状、杂志的阅读情况以及老年读者的阅读需求；最后,依据安徽省老年读者的阅读情况的分析,对我省老年期刊未来发展方向、发展策略等问题进行探讨,寻求适合我省老年杂志发展的策略和办法,以期为我省创办具有本土特色、适应市场化竞争需求、符合我省老年读者阅读需求的老年期刊献计献策。
[Abstract]:After more than 30 years of development, the old periodicals, which have been established because of the retirement system in China, have become a kind of periodicals with certain influence, mature content and stable readers in the media market. With the continuous development of economy, the improvement of people's living standard, the acceleration of aging development speed and the increasing number of elderly people, the periodicals for the elderly in our country have gained a very broad development space. But on the contrary, in the face of the increasingly diversified and individualized needs of readers, our country's geriatric periodicals are more exposed to their inherent deficiencies and deficiencies; compared with the more mature magazines for the elderly in the West, they are published and distributed. There is a big gap in management and so on. It is urgent to recognize the situation, reform and innovation in order to meet the needs of market-oriented development in China's geriatric periodicals. On the other hand, with the sustainable development of social economy and the improvement of people's living standard and culture level, the media market in Anhui Province is facing more opportunities and challenges. Anhui, with a population of more than 9 million (the results of the 2010 census), has a very large number of elderly readers. The purchasing power of the elderly readers is very strong, and the demand for reading is extremely strong. However, there is no such periodical in Anhui Province that has been set up, published and distributed independently, and only has distinct local characteristics. This contrast has fully revealed the lack of the elderly media market in Anhui Province, and Anhui Province urgently needs to create a journal for the elderly to serve the elderly readers and meet the reading needs of the elderly population in Anhui Province. In order to contribute to the healthy aging of Anhui Province should be the strength. In view of these problems, this paper first reviews the development course of Chinese geriatric periodicals, and then leads to the analysis and comparison of the macro and micro marketing environment of our country's geriatric periodicals. In order to analyze the market environment, the characteristics, the existing problems and the opportunities and challenges of the geriatric periodicals in our country, this paper aims at the vacancy of the geriatric periodicals market in Anhui Province. On the basis of a field survey of the elderly readers in Anhui Province, and according to the results of the survey, this paper analyzes the current situation of the elderly population in Anhui Province, the reading situation of the magazine and the reading needs of the elderly readers. Based on the analysis of the reading situation of the elderly readers in Anhui Province, this paper probes into the future development direction and development strategy of the geriatric periodicals in our province, and seeks for the strategies and methods suitable for the development of the geriatric magazines in our province, in order to have local characteristics for the establishment of the geriatric periodicals in our province. To meet the needs of market-oriented competition and to meet the reading needs of the elderly readers in our province to provide advice for the elderly periodicals.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F

【参考文献】