资源描述：
《中国少儿报刊经营策略的研究的研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、摘要随着新媒体的崛起和我国文化体制改革的不断深入，令我国报业既面临着潜在的发展机遇又不得不接受巨大的挑战。报业中的朝阳产业一一少儿报刊的发展也进入了一个新的平台期，内部矛盾和外部环境的变化令少儿报刊急于寻找一条新的发展路径。少儿报刊如何摆脱经营困境，也是一个广受业界和学界关注的问题。就我国少儿报刊的功能而言，它兼具经济属性和社会属性，以企业发展诉求为出发点追求商业利益的最大化的同时，它还肩负引导舆论、传播事实的社会功能。作为以未成年人为主要目标受众的少儿报刊更应认清自身的社会属性，找到两者的平衡点，在满足自身经营发展的同时实现社会效益
2、的增值。因而，衡量少儿报刊经营模式的价值标准，也应从社会效益和经济效益两方面考量。本文在对我国少儿报刊进行整体考察的基础上，总结归纳了少儿报刊的发展规模和特点，力求全方位、多角度地展现少儿报刊发展现状。在充分还原其现状的基础上，笔者运用了SWOT分析法，对我国少儿报刊经营状况进行系统分析，从新闻传播学、教育学、经济学和社会学的视角分析解构其经营现象，并借鉴国外先进的经营理念，希望能对我国少儿报刊的经营提供一些启发。关键词少儿报刊，经营，集团化，整合营销inAbstractWiththeriseofnewmediaandcultural
3、reforminChina,thesunriseindustryofChina'snewspaperthedevelopmentofchildren'snewspaperswasalsoenteredanewplatform.Astheinternalcontradictionsandexternalenvironmentchanges，thechildren'snewspapersareeagertofindanewdevelopmentpath.Children'snewspapershowtogetridofoperating
4、difficulties,becameawidelyconcernedofindustryandacademia.Thefunctionofourchildren'snewspapers,whichcombinestheeconomicandsocialproperties.Enterprisedevelopmentaspirationsasastartingpointtothepursuitofcommercialinterestsatthesametime,itshouldertoguidethesocialfunctionofp
5、ublicopinion,disseminatefacts.Children'snewspapersasthetheminorsmaintargetaudienceshouldunderstandtheirownsocialattributestofindthebalancebetweenthetwo,tomeettheirownoperationaldevelopmentofthesocialproliferation.Thus,themeasureofthevalueofstandardsforchildren'snewspape
6、rbusinessmodel,andalsofromtheconsiderationoftwoaspectsofsocialandeconomicbenefits.Onthebasisoftheoverallinspectionofourchildren'snewspapers,summarizedthesizeandcharacteristicsofthechildren'snewspaper,toafullrange,multi-angletoshowthedevelopmentstatusofchildren'snewspape
7、rs.Onthebasisoffullunderstandingofthestatusquo,theuseofSWOTanalysis,asystematicanalysisofoperatingconditionsonourchildren'snewspapers，fromtheJournalismandCommunication,education,economicsandsociologyperspectivedeconstructionofitsbusinessphenomena,anddrawingonadvancedfor
8、eignbusinessphilosophy,toprovidesomeinsightsonChina'schildren'snewspaperbusiness.KEYWORDSChildrennewspaper，ope
