我国学生文摘期刊海内外发行探析

发布时间：2019-02-13 00:02

【摘要】：在中国期刊业中,学生文摘期刊在发行市场上占有较大比重。学生文摘期刊准入门槛低,新刊层出不穷,但大浪淘沙后能生存下来的很少,还有不少是在苦苦支撑。学生文摘期刊不仅要应对激烈的同行竞争,近几年还受到互联网的强大冲击。如何在夹缝中找到适合自身生存发展的赢利模式、扩大杂志发行量,成为学生文摘期刊亟待研究的问题。此外,扶持新闻出版业“走出去”、提升中国文化软实力,是我国近年来一项重要的国家战略。学生文摘杂志如何借助国家“走出去”战略之东风拓展生存空间,也是一项具有重要现实意义的研究课题。本文概述了我国学生文摘期刊的经营状况,通过对市场环境的分析以及各种赢利模式的比较,找到了其难以依赖广告及附加产品壮大的原因,指出扩大发行量是学生文摘期刊赢利的现实选择。文章介绍了我国学生文摘期刊国内发行的现状和“走出去”的征途,总结了《读者》、《少年文摘》等学生文摘品牌期刊相对成功的海内外发行经验。本文的最后一部分着力于探讨信息爆炸时代学生文摘期刊如何持续、深入拓展海内外发行渠道,在提升杂志品质、寻求集团客户合作、拓展网络发行、学生媒体结盟以及借国家“走出去”之战略东风扬帆出海等方面进行了积极的探索。
[Abstract]:In the Chinese periodical industry, student abstract periodicals occupy a large proportion in the distribution market. The entry threshold of student abstract journals is low, and new journals emerge in endlessly, but few of them can survive, and many of them are still hard to support. Student abstract journals not only have to cope with fierce peer competition, but also have been strongly impacted by the Internet in recent years. How to find a profit model suitable for their own survival and development and how to expand the circulation of magazines in the gap have become an urgent problem to be studied in student abstracts journals. In addition, it is an important national strategy in recent years to support the press and publication industry to "go out" and enhance the soft power of Chinese culture. How to expand the living space with the help of the national "going out" strategy is also an important research topic for student abstract magazine. This paper summarizes the management situation of student abstract periodicals in China. Through the analysis of market environment and the comparison of various profit models, the reasons why it is difficult to rely on advertising and the expansion of additional products are found. It is pointed out that enlarging circulation is the realistic choice for the profit of student abstract periodicals. This paper introduces the present situation of domestic distribution of student abstract periodicals in China and the journey of "going out", and sums up the relatively successful domestic and overseas distribution experiences of brand journals of students' abstracts, such as readers, Junior Digest and so on. The last part of this paper is devoted to discussing how the student abstract periodicals in the era of information explosion can continue, expand the distribution channels at home and abroad, improve the quality of magazines, seek the cooperation of group customers, and expand the network distribution. The student media alliance and the strategy of going out to sea are actively explored.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235

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