中国大众期刊发行研究

发布时间：2018-07-27 20:55

【摘要】：本文从当下中国出版物发行理论图书强而报刊弱的缺失入手,指出报刊发行四大功能对报刊传媒产业的重要性,以及报刊发行理论研究是产业实践的迫切要求,进而主张以更有代表性的中国大众期刊发行(相比报纸及学术期刊发行具有地域全国化、行为市场化、受众大众化明显特征)研究,作为开启中国报刊发行理论研究体系大门的钥匙。这是本文展开的立论逻辑和现实意义。论文主体研究框架依次包括：发行供需状况、政策规制、市场演化、流通制度、渠道、中间商、促销七部分。前五部分属于产业环节基础理论研究,后两部分为市场营销应用型研究,内容包括历史梳理、现实逻辑与未来展望等论述。中国大众期刊发行供需受政治、经济、教育和技术以及非可控因素影响；20世纪80年代后大量业外资本涌入对供给影响巨大；至于需求,1949年以来先后经历了国家政治、民众精神、社会商业、产业资本的四个显性阶段特征需求影响,也由此造成产业局限、发展、繁荣与演变；其未来将呈现出供给多元化与区域化、品种的细分化与差异化、载体的贵重与免费两极分化、技术变革影响日趋重要趋势。中国大众期刊发行的政策规制在现实中主要体现为产品提供商的主办主管制度,以及分销主体的登记许可制度,未来政策规制走向会造成业界日渐“国进民退”。在上述供需状况、政策规制条件下,中国大众期刊发行市场演化先后经历邮局一统天下、自办发行从无到有、产业链日渐形成、政府主导加入WTO前的市场廓清、群雄逐鹿分销市场五个阶段,未来发展将主要受制于供需不匹配以及分销让利两大根本矛盾。中国大众期刊发行流通制度包括代理制度和发行量稽核制度,本文以美国、日本为参照,对中国相关制度进行研究及评析,指出固有全能型政府思维滞缓了中国发行量稽核制度的发展,其出路在于为发行业进行政策松绑并力促广告业繁荣。对中国大众期刊发行渠道,本文按类型介绍不同渠道性能及优缺点,同时分析其改进、调整和创新的方式、时机和障碍等问题,也总结出未来发展七大趋势。中间商和促销是大众期刊发行实现价值交换及提升的重要产业要素,本文研究了适合中国大众期刊发行的中间商销售管理、发展规划、甄选流程,以及促销的时机、目标、原则、方式、实施和评估等理论与实务。
[Abstract]:This paper, starting with the lack of theoretical books and the weakness of newspapers and periodicals, points out the importance of the four major functions of the publication of newspapers and periodicals to the press and media industry, as well as the urgent demand for the study of the publishing theory of newspapers and periodicals, and then advocates a more representative issue of Chinese mass periodicals (compared with the publication of newspapers and academic periodicals. The research is the key to opening the door of the theoretical research system of Chinese newspapers and periodicals. This is the logical and practical significance of this paper. The research framework of the main body of the paper includes supply and demand situation, policy regulation, market evolution, circulation system, channel, middleman, The seven part of the promotion. The first five parts belong to the research of the basic theory of the industrial link, and the latter two are the research on the marketing application type. The content includes history, the realistic logic and the future outlook. The supply and demand of Chinese popular periodicals is influenced by politics, economy, education and technology as well as the non controllable factors; after the 1980s, a large amount of outside capital is invested. The influx has a great impact on supply. As for demand, since 1949, the influence of the four dominant stages of state politics, people's spirit, social commerce and industrial capital has been affected, and the industrial limitations, development, prosperity and evolution are also caused by the demand, and the future will be provided for diversification and regionalization, and the variety and differentiation of varieties. In reality, the policy regulation of the issue of mass periodicals is mainly embodied in the host system of the product providers, as well as the registration licensing system of the distribution subject, and the trend of future policy regulation will cause the industry to "return to the people" and the situation of supply and demand. Under the conditions of policy regulation, the market evolution of China's mass periodicals has gone through the post office all over the world, which has been issued from nothing to the market, the industrial chain is gradually formed, the government leading the market clearance before joining WTO, and the five stages of the distribution of the market, and the future development will be mainly affected by the two fundamental contradictions between supply and demand mismatch and distribution and profit. The circulation system of the circulation of national popular periodicals includes the agency system and the auditing system of the circulation. This paper, taking the United States and Japan as the reference, studies and evaluates the related systems in China. It points out that the thinking of the inherent omnipotent government has slowed the development of the audit system of China's circulation, and the way out is to make policy loosening and promote the advertising industry to flourish. On the distribution channel of Chinese popular journals, this paper introduces the performance and advantages and disadvantages of different channels according to the types, and analyses the problems of its improvement, adjustment and innovation, the timing and obstacles, and summarizes the seven major trends in the future development. The middle business and promotion are the important industrial elements of the exchange and promotion of the value of the public periodical circulation. The theory and practice of marketing management, development planning, selection process, and timing, objectives, principles, methods, implementation and evaluation of the marketing management, development planning, selection process, and promotion are suitable for the issue of Chinese popular journals.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：G235

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