《读者》杂志竞争力研究
发布时间：2018-08-21 11:43
【摘要】：《读者》杂志创刊于1981年3月,是甘肃人民出版社主办的一份综合类文摘杂志。纵观《读者》杂志的发展历程,它以精准的刊物定位、丰富的文化内涵、独特的品牌策略赢得了国人的青睐,发行量接连攀升,在综合期刊类市场上居中国和亚洲第一、世界第四,成为“中国人的心灵读本”,并以优秀的业绩在海内外产生了广泛影响。它与中国的《青年文摘》、美国的《读者文摘》一样,都在国内外市场上有着很强的竞争力。在这种竞争力的背后,是《读者》杂志自身在内容、编辑、排版、发行、广告与其他杂志的竞争和较量。它文化含量丰富,凸现高品位；印刷装帧质量精美,视觉冲击力强烈；营销手段技高一筹。《读者》杂志在自身发展过程中,不断微调刊物内容定位,使刊物随时代变化自觉充当我国精神文明建设阵地的角色,与时代发展同步,与国家政治经济文化教育的发展相协调。杂志发展到今天,却也面临着诸多问题与困境。如：集团内部体制结构不尽合理、叙事风格单一化、叙事文本单一化、子刊物的同质化、电子网络的冲击、原创和策划不足、国内外同类媒体的冲击等。面对这些问题,《读者》杂志也做了大量的努力与抉择,如不断巩固并扩大读者群体、提升杂志质量、拓展发行渠道等,使杂志自身的发展再次走向一个新的台阶,创造了一个期刊文摘类的传奇。 本文采用了综合分析的方法,整个论文共分为六大部分。第一章描述《读者》杂志的历史发展分期及其发展现状,它的发展历史可以分为初创期、定型期、成熟期三大时期。第二章将《读者》杂志与美国《读者文摘》、本国《青年文摘》相比较,从选取内容、选文原则、出版理念等角度,从中归纳出异同点。第三章论述《读者》杂志的品牌策略,从杂志的文化追求、版式风格、品牌延伸、读者服务、公益事业、销售策略六大方面分析其竞争力。第四章专门论述《读者》杂志的成功对我国文化产业的启示,从树立市场意识抢抓机遇、将特色和质量作为生命线,做强核心产品、以品牌带动整体发展,经济欠发达地区在文化产业发展上大有可为三方面入手进行分析。第五章专章分析《读者》杂志面临的问题与困境,从集团内部体制、叙事风格、子刊物、电子网络、原创与策划、外国同类媒体这些角度入手,深入剖析其发展困境。第六章以第五章为依托,提出了《读者》杂志在当前文化语境下的应对与选择,从读者群、杂志质量、市场及发行渠道、提升其国际影响力和竞争力四部分入手进行分析。整个文章以期通过《读者》杂志的竞争力研究为我国期刊产业的发展提供一种可借鉴的模式,也带来些许思考。
[Abstract]:The magazine, which was founded in March 1981, is a comprehensive abstract magazine sponsored by Gansu people's Publishing House. Throughout the development of Reader magazine, it has won the favor of Chinese people with its precise publication positioning, rich cultural connotation, unique brand strategy, and its circulation has been rising one after another, ranking first in China and Asia in the comprehensive periodical market. Fourth in the world, become the Chinese mind of the book, and excellent performance at home and abroad has produced a wide range of influence. It is competitive with Chinese Youth Digest and American Reader's Digest. Behind this competitiveness is the reader's own competition with other magazines in content, editing, typesetting, publishing, advertising. It is rich in cultural content, highlights high grade; printing and binding quality is exquisite, visual impact is strong; marketing means are superior. In the process of its own development, Reader magazine constantly fine-tune the content orientation of the publication, To make the journal play the role of the spiritual civilization construction position of our country consciously with the change of the times, synchronize with the development of the times, and coordinate with the development of national politics, economy, culture and education. The magazine develops to today, but also faces a lot of problems and difficult position. For example: the group internal system structure is unreasonable, the narrative style is single, the narrative text is single, the sub-publication is homogenized, the electronic network impact, the originality and the plan insufficiency, the domestic and foreign similar media impact and so on. In the face of these problems, the magazine has also made a lot of efforts and choices, such as constantly consolidating and expanding the readership, improving the quality of the magazine, expanding the distribution channels, and so on, so that the magazine's own development once again moves to a new level. A legend of journal abstracts has been created. This paper adopts the method of comprehensive analysis, the whole paper is divided into six parts. The first chapter describes the historical stages of the magazine's development and its present situation. Its history can be divided into three periods: the initial period, the formative period and the mature period. The second chapter compares the magazine with the American Reader's Digest and the National Youth Digest, and concludes the similarities and differences from the aspects of selecting the content, selecting the text principle, publishing idea and so on. The third chapter discusses the brand strategy of "Reader" magazine, analyzes its competitiveness from six aspects: cultural pursuit, layout style, brand extension, reader service, public welfare, and sales strategy. The fourth chapter is devoted to expounding the enlightenment of the success of readers magazine to the cultural industry of our country. From setting up the market consciousness to seize the opportunity, regard the characteristic and the quality as the lifeline, strengthen the core product, drive the whole development with the brand. Economic underdeveloped areas in the development of cultural industry can be done in three aspects. The fifth chapter analyzes the problems and difficulties faced by readers, and analyzes the difficulties of its development from the angle of group internal system, narrative style, sub-publications, electronic network, originality and planning, and foreign similar media. The sixth chapter is based on the fifth chapter, and puts forward the response and choice of the magazine in the current cultural context. It analyzes the readership, the quality of the magazine, the market and distribution channels, and the promotion of its international influence and competitiveness. The whole article aims to provide a model for the development of Chinese periodical industry through the research on the competitiveness of readers magazine, and also bring some thoughts.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.5-F
[Abstract]:The magazine, which was founded in March 1981, is a comprehensive abstract magazine sponsored by Gansu people's Publishing House. Throughout the development of Reader magazine, it has won the favor of Chinese people with its precise publication positioning, rich cultural connotation, unique brand strategy, and its circulation has been rising one after another, ranking first in China and Asia in the comprehensive periodical market. Fourth in the world, become the Chinese mind of the book, and excellent performance at home and abroad has produced a wide range of influence. It is competitive with Chinese Youth Digest and American Reader's Digest. Behind this competitiveness is the reader's own competition with other magazines in content, editing, typesetting, publishing, advertising. It is rich in cultural content, highlights high grade; printing and binding quality is exquisite, visual impact is strong; marketing means are superior. In the process of its own development, Reader magazine constantly fine-tune the content orientation of the publication, To make the journal play the role of the spiritual civilization construction position of our country consciously with the change of the times, synchronize with the development of the times, and coordinate with the development of national politics, economy, culture and education. The magazine develops to today, but also faces a lot of problems and difficult position. For example: the group internal system structure is unreasonable, the narrative style is single, the narrative text is single, the sub-publication is homogenized, the electronic network impact, the originality and the plan insufficiency, the domestic and foreign similar media impact and so on. In the face of these problems, the magazine has also made a lot of efforts and choices, such as constantly consolidating and expanding the readership, improving the quality of the magazine, expanding the distribution channels, and so on, so that the magazine's own development once again moves to a new level. A legend of journal abstracts has been created. This paper adopts the method of comprehensive analysis, the whole paper is divided into six parts. The first chapter describes the historical stages of the magazine's development and its present situation. Its history can be divided into three periods: the initial period, the formative period and the mature period. The second chapter compares the magazine with the American Reader's Digest and the National Youth Digest, and concludes the similarities and differences from the aspects of selecting the content, selecting the text principle, publishing idea and so on. The third chapter discusses the brand strategy of "Reader" magazine, analyzes its competitiveness from six aspects: cultural pursuit, layout style, brand extension, reader service, public welfare, and sales strategy. The fourth chapter is devoted to expounding the enlightenment of the success of readers magazine to the cultural industry of our country. From setting up the market consciousness to seize the opportunity, regard the characteristic and the quality as the lifeline, strengthen the core product, drive the whole development with the brand. Economic underdeveloped areas in the development of cultural industry can be done in three aspects. The fifth chapter analyzes the problems and difficulties faced by readers, and analyzes the difficulties of its development from the angle of group internal system, narrative style, sub-publications, electronic network, originality and planning, and foreign similar media. The sixth chapter is based on the fifth chapter, and puts forward the response and choice of the magazine in the current cultural context. It analyzes the readership, the quality of the magazine, the market and distribution channels, and the promotion of its international influence and competitiveness. The whole article aims to provide a model for the development of Chinese periodical industry through the research on the competitiveness of readers magazine, and also bring some thoughts.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.5-F
【参考文献】
相关期刊论文 前10条
1 杨润秋;《青年文摘》:面向新世纪的编辑理念[J];编辑学刊;2000年06期
2 孙燕君 ,康建中 ,梅园i，
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