我国体育学术核心期刊栏目设置与广告经营研究

发布时间：2018-06-10 10:04

本文选题：体育学术核心期刊 + 栏目设置　；参考：《上海体育学院》2010年硕士论文

【摘要】： 体育学术期刊是体育科技期刊的一个分支,目前在我国50余种体育学术期刊中有16家入选中文体育类核心期刊。这16家体育学术核心期刊代表着我国体育科研的最高水平,超过70%的体育科研成果是以学术论文的形式发表在这些期刊上。作为目前我国体育学术交流的重要载体,16家体育学术核心期刊肩负着传播体育科技信息,展示体育科学研究最新成果,培养体育科研后备人才等重任。因此,本论文以16家体育学术核心期刊为研究对象,从各家期刊的基本情况着手研究,进而探讨各期刊栏目设置的规律和特点,最后归结到期刊的广告经营状况,以期找出目前我国体育核心期刊发展中存在的不足,并提出相应对策。本研究通过对16家期刊样刊进行查阅,收集并整理了相关资料与数据。同时就期刊栏目设置于广告经营等问题走访相关专家进行探讨,此外查阅与本研究相关文献近200篇,运用Microsoft Excel 2003对所得数据进行统计分析,研究结果如下：我国16家体育学术核心期刊的栏目设置没有统一的标准,大致可分为三类：按学科划分栏目；按学科以及其他分类混合划分栏目；没有明显标准划分栏目。我国16家体育学术核心期刊总体上栏目设置具有较高的稳定性,其中体育社会学、运动人体科学及心理学、运动训练学、学校体育、体育教育学和民族传统体育等栏目最为稳定,是我国体育科研的重点和热点。我国体育学术核心期刊广告刊登现状堪忧,虽已有8家期刊取得广告经营许可权,但在2008年中仅有《体育学刊》1家有广告刊登。制约我国体育核心期刊开展广告经营的主要因素是：在现有机制环境.下,体育学术期刊无须广告开发便有不错的生存环境。此外,从业人员缺乏市场意识、经营模式陈旧、对受众和市场研究不足、期刊没有形成品牌优势以及对期刊商品属性的误读都是影响我国体育学术期刊开展广告经营的因素。我国体育学术期刊改善广告经营状况,可从以下几个方面入手：提升期刊质量,优化栏目设置以形成品牌栏目,以品牌拉动经营；培养市场意识、竞争意识和忧患意识；重视受众和市场研究；重视经营人才的培养和挖掘；学习国外科技期刊的成功经验等。
[Abstract]:Sports academic journals are a branch of sports science and technology periodicals. At present, 16 of the more than 50 kinds of sports academic journals in China are selected as core Chinese sports periodicals. These 16 core sports academic journals represent the highest level of sports scientific research in China. More than 70% of sports scientific research results are published in these journals in the form of academic papers. As an important carrier of sports academic exchanges in China, 16 core sports academic journals shoulder the responsibility of disseminating sports scientific and technological information. Show the latest achievements of sports science research, cultivate sports scientific research reserve personnel and other important tasks. Therefore, this paper takes 16 sports academic core periodicals as the research object, starting with the basic situation of each journal, and then discussing the rules and characteristics of the column setting of each journal, and finally comes down to the advertising management situation of the periodicals. In order to find out the deficiency in the development of sports core periodicals in our country at present, and put forward the corresponding countermeasures, this study collected and collated the relevant materials and data by consulting 16 sample periodicals. At the same time, it discusses the issue of periodical column set up in advertising management, and visits the relevant experts. In addition, it refers to nearly 200 articles related to this study, and uses Microsoft Excel 2003 to carry out statistical analysis on the data obtained. The results are as follows: there is no uniform standard for the column setup of 16 sports academic core periodicals in China, which can be divided into three categories: the column by discipline, the column by subject and other categories; There are 16 core journals of physical education in China, which have high stability, including sports sociology, sports human science and psychology, sports training, school physical education, etc. The columns of physical education and traditional national sports are the most stable and the focus and hotspot of sports research in our country. The present situation of advertising of sports academic core periodicals in our country is worrying, although 8 periodicals have obtained the license of advertising management. However, in the middle of 2008, only one sports journal was advertised. The main factors restricting the advertising management of the core sports periodicals in China are: in the existing institutional environment. Under, sports academic periodical does not need advertisement development to have good living environment. In addition, practitioners lack market awareness, outdated business models, inadequate research on audiences and markets, The lack of brand advantages and misreading of the commodity attributes of periodicals are the factors that affect the advertising management of sports academic journals in China. We can start from the following aspects: to improve the quality of periodicals, to optimize column setting to form brand columns, to promote brand management, to cultivate market awareness, competition awareness and distress awareness, to attach importance to audience and market research; Attach importance to the training and mining of management personnel; learn the successful experience of foreign scientific and technological journals, etc.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G232

【参考文献】