《中国海事》杂志转企改制后经营策略研究
发布时间：2018-08-15 11:43
【摘要】：近两年来期刊体制改革如火如荼,作为由交通运输部主管,中国海事局主办,天津海事局承办的,并由政府拨款,面向国内外公开发行的综合性技术刊物《中国海事》如何抢抓机遇,布局谋篇,适应时代潮流顺势而上,做强做大,成为杂志亟待深思的首要问题。 本文以《中国海事》杂志的转企改制为研究对象,运用现代管理学和传播学的基本理论,从战略的角度探索研究杂志转企后的一系列经营举措和观点。在杂志转制后受众定位及编辑方针定位分析上,本文通过对2000多份问卷进行数据统计和分析,最终锁定了杂志的受众范围。在杂志转企后的品牌建设与战略经营方面,深入分析了《中国海事》在市场竞争中的内部因素和外部因素,在此基础上得出了杂志转制后的主要经营发展策略。此外,本文还根据杂志的运行现状,并借鉴业内其他期刊经营管理的成功经验,设置了杂志转制后的经营性产品,设计了杂志企业运行的组织架构。 本文力求摸索出《中国海事》体制改革后的发展规律,指导杂志前行的方向,实现杂志转企后社会效益和经济效益的双丰收。
[Abstract]:In the past two years, the reform of the periodical system has been in full swing. It was sponsored by the Ministry of Transport, sponsored by the China Maritime Administration, and sponsored by the Tianjin Maritime Bureau, and financed by the government. How to seize the opportunity, arrange the article, adapt to the trend of the times and make it bigger and stronger is the most important problem for the magazine. In this paper, the author takes the "China Maritime" magazine as the object of study, applies the basic theories of modern management and communication, and explores a series of management measures and viewpoints after the magazine's transformation from a strategic point of view. Based on the analysis of audience orientation and editorial policy after magazine transformation, this paper analyzes the data of more than 2000 questionnaires, and finally locks the magazine's audience range. In the aspect of brand construction and strategic management after the magazine conversion, the internal and external factors in the market competition of China Maritime Industry are analyzed in depth, and on this basis, the main management and development strategies of the magazine after the transformation are obtained. In addition, according to the current situation of the magazine operation and the successful experience of other periodicals in the industry, this paper sets up the operating products after the transformation of the magazine, and designs the organization structure of the operation of the magazine enterprise. This paper tries to find out the law of development after the system reform of "China Maritime Affairs", to guide the direction of the magazine, and to realize the double harvest of social and economic benefits after the magazine turns into an enterprise.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.22
[Abstract]:In the past two years, the reform of the periodical system has been in full swing. It was sponsored by the Ministry of Transport, sponsored by the China Maritime Administration, and sponsored by the Tianjin Maritime Bureau, and financed by the government. How to seize the opportunity, arrange the article, adapt to the trend of the times and make it bigger and stronger is the most important problem for the magazine. In this paper, the author takes the "China Maritime" magazine as the object of study, applies the basic theories of modern management and communication, and explores a series of management measures and viewpoints after the magazine's transformation from a strategic point of view. Based on the analysis of audience orientation and editorial policy after magazine transformation, this paper analyzes the data of more than 2000 questionnaires, and finally locks the magazine's audience range. In the aspect of brand construction and strategic management after the magazine conversion, the internal and external factors in the market competition of China Maritime Industry are analyzed in depth, and on this basis, the main management and development strategies of the magazine after the transformation are obtained. In addition, according to the current situation of the magazine operation and the successful experience of other periodicals in the industry, this paper sets up the operating products after the transformation of the magazine, and designs the organization structure of the operation of the magazine enterprise. This paper tries to find out the law of development after the system reform of "China Maritime Affairs", to guide the direction of the magazine, and to realize the double harvest of social and economic benefits after the magazine turns into an enterprise.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.22
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