《讀者》雜志競爭力研究
發(fā)布時間：2018-08-21 11:43
【摘要】：《讀者》雜志創(chuàng)刊于1981年3月,是甘肅人民出版社主辦的一份綜合類文摘雜志�？v觀《讀者》雜志的發(fā)展歷程,它以精準的刊物定位、豐富的文化內(nèi)涵、獨特的品牌策略贏得了國人的青睞,發(fā)行量接連攀升,在綜合期刊類市場上居中國和亞洲第一、世界第四,成為“中國人的心靈讀本”,并以優(yōu)秀的業(yè)績在海內(nèi)外產(chǎn)生了廣泛影響。它與中國的《青年文摘》、美國的《讀者文摘》一樣,都在國內(nèi)外市場上有著很強的競爭力。在這種競爭力的背后,是《讀者》雜志自身在內(nèi)容、編輯、排版、發(fā)行、廣告與其他雜志的競爭和較量。它文化含量豐富,凸現(xiàn)高品位；印刷裝幀質(zhì)量精美,視覺沖擊力強烈；營銷手段技高一籌�！蹲x者》雜志在自身發(fā)展過程中,不斷微調(diào)刊物內(nèi)容定位,使刊物隨時代變化自覺充當我國精神文明建設(shè)陣地的角色,與時代發(fā)展同步,與國家政治經(jīng)濟文化教育的發(fā)展相協(xié)調(diào)。雜志發(fā)展到今天,卻也面臨著諸多問題與困境。如：集團內(nèi)部體制結(jié)構(gòu)不盡合理、敘事風格單一化、敘事文本單一化、子刊物的同質(zhì)化、電子網(wǎng)絡(luò)的沖擊、原創(chuàng)和策劃不足、國內(nèi)外同類媒體的沖擊等。面對這些問題,《讀者》雜志也做了大量的努力與抉擇,如不斷鞏固并擴大讀者群體、提升雜志質(zhì)量、拓展發(fā)行渠道等,使雜志自身的發(fā)展再次走向一個新的臺階,創(chuàng)造了一個期刊文摘類的傳奇。 本文采用了綜合分析的方法,整個論文共分為六大部分。第一章描述《讀者》雜志的歷史發(fā)展分期及其發(fā)展現(xiàn)狀,它的發(fā)展歷史可以分為初創(chuàng)期、定型期、成熟期三大時期。第二章將《讀者》雜志與美國《讀者文摘》、本國《青年文摘》相比較,從選取內(nèi)容、選文原則、出版理念等角度,從中歸納出異同點。第三章論述《讀者》雜志的品牌策略,從雜志的文化追求、版式風格、品牌延伸、讀者服務(wù)、公益事業(yè)、銷售策略六大方面分析其競爭力。第四章專門論述《讀者》雜志的成功對我國文化產(chǎn)業(yè)的啟示,從樹立市場意識搶抓機遇、將特色和質(zhì)量作為生命線,做強核心產(chǎn)品、以品牌帶動整體發(fā)展,經(jīng)濟欠發(fā)達地區(qū)在文化產(chǎn)業(yè)發(fā)展上大有可為三方面入手進行分析。第五章專章分析《讀者》雜志面臨的問題與困境,從集團內(nèi)部體制、敘事風格、子刊物、電子網(wǎng)絡(luò)、原創(chuàng)與策劃、外國同類媒體這些角度入手,深入剖析其發(fā)展困境。第六章以第五章為依托,提出了《讀者》雜志在當前文化語境下的應(yīng)對與選擇,從讀者群、雜志質(zhì)量、市場及發(fā)行渠道、提升其國際影響力和競爭力四部分入手進行分析。整個文章以期通過《讀者》雜志的競爭力研究為我國期刊產(chǎn)業(yè)的發(fā)展提供一種可借鑒的模式,也帶來些許思考。
[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.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：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.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G237.5-F
【參考文獻】
相關(guān)期刊論文 前10條
1 楊潤秋;《青年文摘》:面向新世紀的編輯理念[J];編輯學(xué)刊;2000年06期
2 孫燕君 ,康建中 ,梅園i，
本文編號：2195608
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