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1、试论财经杂志的同质化竞争——以《财经》和《理财周刊》为例t771331学校代码：丨024(1学号：022013019硕士学位论文试论赌经杂志的同质化竞争一一以《财经》和《理财周刊》为例院系：新闻学院专、lk:新闻学姓名：钟文倩指导老师：曹晋副教授完成曰期：2005年4月24日未结作者、昏!^：爲}^试论财经杂志的同质化竞争——以《财经》和《理财周刊》为例AbstractInrecentyears,undertheinfluenceofsocialandeconomicreform,changesofsocialstructureandinternationalcommercialismet
2、c,besidesoftheirscharacter,financialmagazineshavebeencreatingthethirdwaveinthephylogenyofmagazineinChina.Therehavebeenmorethanonehundredfinancialmagazinesinthemarket,andtheiradvertisingrevenueisincreasingsteadily.Thedevelopmentissofastthatallkindsofproblemshaveappearedinthisnewfinancialmagazinemar
3、ket,themostseriousofwhichiscompetitionofbeingoverallduplicative.Itembodiessomeaspectssuchasstrongresemblanceofaudienceorientationandmagazineelements(forexamplename,concoctiveway,contentandsoon),andveryobvioussubstitutioneffectsamongthem.Asforthereasons,theauthorthinkswecananalysesthisproblemfromtw
4、opointsofview,themacroscopicalangleandthemicrocosmicone.Astotheformer,thereasonsareasfollows.Atfirstthereisn'tamatureaudience.Secondly,theviewpointofvalueoffinancialmagazinesisalsobeingduplicative.Thirdly,themarketoffinancialmagazinesisunderdeveloped.Andfinally,thereisashort-termtemptationofadvert
5、isingmarket.Astothelatter,forlotsoffinancialmagazines,thereissomestimulationtoimitateothers,especiallyforthosefollowerswholackinnovativeabilityorareshortofcapitalandthoseopportunistswholacktheexperienceofmanagingmagazinesotheirenterprisesdevelopveryslowly.Competitionofbeingduplicativehasledtoaseri
6、ousbadconsequenceithasnotonlydoneharmtothechoicerightofaudiencebutalsowastedlotsofrecourses,whichhasinducedthatthevalueofapproachhasdepreciated.Inthesecondchapter,thethesisshowscontrastiveanalysesonthetwocases,CaijingMagazineandMoneyWeekly,summarizestheirsuccessfulexperiencetoavoidcompetitionofbei
7、ngduplicative,whichcanuseforreference.Althoughthesetwomagazineshavebothpaidattentiontocultivatetheirbrandsandemphasizedsignificanceofcontent,theirapproachesarethatsixofone,halfadozenofother.Otherwisebecausetheyfa
