《视野》杂志经营现状、问题与对策研究
发布时间：2019-05-01 05:48
【摘要】：我国文摘期刊200余种,做强做大的屈指可数,更多的是在温饱线上挣扎和濒于倒闭,迫切需要得到各种支持,包括学术关注的文摘期刊,《视野》就是其中之一。而目前文摘期刊的个案研究都是有关文摘大刊的研究,本研究选取《视野》作为个案,试图通过对《视野》杂志经营现状的把握,洞悉其经营方面存在的问题,并在现有知识的基础上,结合媒介经营管理的理论对该杂志进行研究,填补学界对小型文摘期刊研究的空白。 本研究主要采用质化研究方法,具体为文献分析法、参与观察法、深度访谈法。着眼于《视野》杂志的经营,重点分析该杂志在营销、发行、广告三方面的经营状况。主要涉及该杂志的产品、价格、促销、渠道和广告五个方面。经过分析发现该杂志在以上诸方面均存在问题。针对存在的问题,本着“它山之石、可以攻玉”的想法,结合成功文摘期刊在经营上的经验,笔者从刊物的定位、内容、促销、发行、广告等方面提出应对之策,并分析了《视野》发展受阻的深层原因,以及为数字化生存时代的《视野》提出应对建议。
[Abstract]:There are more than 200 kinds of abstracting periodicals in China. There are only a few of them who are stronger and bigger, and more of them struggle and close to bankruptcy on the line of prosperity. They urgently need to get all kinds of support, including abstracts and periodicals of academic concern, among which Visual Field of View is one of them. At present, the case studies of abstracted journals are all about abstracting journals. This study chooses Horizon as a case, trying to grasp the current situation of the magazine's management and understand the problems existing in its management. On the basis of the existing knowledge and the theory of media management, this paper studies the magazine and fills the blank of the academic research on small abstracting periodicals. This study mainly adopts qualitative research methods, such as literature analysis, participation observation and in-depth interview. Focusing on the operation of Horizon magazine, this paper analyzes the management status of the magazine in three aspects: marketing, distribution and advertising. Mainly related to the magazine's products, prices, promotions, channels and advertising five aspects. Through the analysis, it is found that there are problems in the above aspects of the magazine. In view of the existing problems, in the light of the idea of "the stone of other mountains, which can be used to attack jade" and combined with the experience in the management of successful abstracting journals, the author puts forward some countermeasures from the aspects of the location, content, promotion, distribution, advertising and so on of the journal. The paper also analyzes the reasons why the development of Visual Field of Vision is blocked, and puts forward some suggestions for the Digital Survival era of Visual Field.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2
本文编号：2469032
[Abstract]:There are more than 200 kinds of abstracting periodicals in China. There are only a few of them who are stronger and bigger, and more of them struggle and close to bankruptcy on the line of prosperity. They urgently need to get all kinds of support, including abstracts and periodicals of academic concern, among which Visual Field of View is one of them. At present, the case studies of abstracted journals are all about abstracting journals. This study chooses Horizon as a case, trying to grasp the current situation of the magazine's management and understand the problems existing in its management. On the basis of the existing knowledge and the theory of media management, this paper studies the magazine and fills the blank of the academic research on small abstracting periodicals. This study mainly adopts qualitative research methods, such as literature analysis, participation observation and in-depth interview. Focusing on the operation of Horizon magazine, this paper analyzes the management status of the magazine in three aspects: marketing, distribution and advertising. Mainly related to the magazine's products, prices, promotions, channels and advertising five aspects. Through the analysis, it is found that there are problems in the above aspects of the magazine. In view of the existing problems, in the light of the idea of "the stone of other mountains, which can be used to attack jade" and combined with the experience in the management of successful abstracting journals, the author puts forward some countermeasures from the aspects of the location, content, promotion, distribution, advertising and so on of the journal. The paper also analyzes the reasons why the development of Visual Field of Vision is blocked, and puts forward some suggestions for the Digital Survival era of Visual Field.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2
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