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论文编号：	2985
作者编号：	2220090953
上传时间：	2011/3/29 10:10:21
中文题目：	大众文化期刊广告经营研究
英文题目：	Analysis of Advertising Business of Popular Culture Journal
指导老师：	白长虹
中文关键字：	关键词：传媒业 大众文化期刊 广告经营 经营模式
英文关键字：	Keywords: Media industry; Popular culture journal; Advertising business; Business model
中文摘要：	摘要 改革开放三十年，我国的期刊得以蓬勃发展。但是，在对大众文化期刊研究的过程中发现，在“事业单位企业管理”的体制下，大众文化期刊并没有随着我国市场经济的逐步深入而形成一整套适合自己发展的思路和模式，无论是发行过百万的期刊翘楚，还是发行量平平者，从其广告收入占期刊经营收入的比重来看，广告经营都处于比较低的水平。 由此可见，我国大众文化期刊可持续发展的广告经营模式仍未形成,严重制约了这类期刊向产业化方向发展的进程。大众文化期刊摆脱困境，走上快速发展之路，广告空间亟待开拓。 本论文以大众文化期刊为考察对象，在我国期刊市场现状的大背景之下，分析了我国大众文化期刊广告经营的现状与特点，与国外期刊产业发达国家之间的差距，归纳出大众文化期刊广告经营中存在的现实问题，包括：外部环境的制约；广告经营的战略问题 ；广告经营的劣势等。从多个角度对大众文化期刊广告经营现实问题的影响因素做了分析，其中，国家政策决定了大众文化期刊的体制和经营模式；经济环境决定着大众文化期刊广告经营的走势；新老媒体对大众文化期刊广告形成的挤压等。在对大众文化期刊广告模式可行性分析的基础上，针对大众期刊广告经营的问题提出了广告经营调整的建议以及大众文化期刊的竞争致胜策略。 日趋激烈的市场竞争，使大众文化期刊面临着巨大的压力，未来几年，大众文化期刊所占广告市场份额有可能有所上升。这种上升的前提是大众文化期刊面对发行下降发行收入递减而加大力度改善其广告经营。只有积极应对，才能赢得生存空间。
英文摘要：	Abstract Since thirty years of the reform and opening up, China's journals is flourishing. However, in the course of the study of popular culture journal, it is found that in the system of “public institution’s business management”, popular culture journals have not formed a set of ideas and models for their own development, as the gradual depth of our market economy. Whether published millions of periodicals, or the circulation is just average, from the advertising revenue in the proportion of journal operating revenue, advertising business is in a relatively low level. Thus, the sustainable development of advertising business model of popular culture journal has not yet formed, which severely restricted the direction of these journals to the industrial development process. Popular culture journal bail out onto the road of rapid development, and ad space is urgently needed to develop. This thesis takes journals of popular culture as an example. Under the background of China’s periodicals market status, the thesis analyzes the advertising management status and characteristics of China’s mass culture journals, and the gap with periodical industry of the developed countries, to summarize the practical problems in the advertising management of mass culture journal. Including constraints of external environmental; strategy problems of advertising business; disadvantages of ads run. The operating factors to advertisements operating of popular culture journal were analyzed from different points of view, they are: national policy determines system and business model of popular culture journal; Economic environment determines the trend of advertising business of popular culture journal; old and new media formed the extrusion to advertising of popular culture journal and so on. Based on the analysis of the feasibility of advertising model of popular culture journal, for the problems in advertising business of popular culture journal, the thesis put forward proposals of model adjustment of advertising business and competition winning strategy of popular culture journal. The increasingly fierce market competition makes popular culture journal face great pressure. In the next few years, the advertising market share of popular culture journal may be increased. The premise of the increasing is that popular culture journal makes greater efforts to improve the diminishing its advertising business. Only with a positive response, then they can win the living space.
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