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我国行业报刊长期被“锁定”在以传统行政资源为依托的编辑模式和经营模式当中,长期的传统路径依赖成为当前行业报刊转企改制面临的严峻挑战。本文以我国“非时政类报刊”转企改制为背景,分析行业报刊历史路径依赖的形成和编辑经营“锁定”模式,论述行业报刊经营方式的现代转型,提出编辑出版方向从“编辑本位”向“读者本位”转型,市场发行从“行政本位”向“市场本位”转型以及报刊经营从“数量营销”向“内容营销”转型的总体改革思路。
China’s industrial press has long been “locked” in the traditional administrative resources based editorial mode and business model which, the long-term traditional path dependence has become the current industry restructuring facing the newspaper to face the harsh challenges. This paper analyzes the formation and editorial management of the industry newspapers and periodicals, the mode of “lock-in”, discusses the modern transformation of newspaper industry management mode, and proposes that the editorial and publishing direction should be changed from “Editorial” to “Reader-based”, “Market transformation” from “administrative” to “market-based” and “newspaper marketing” from “quantity marketing” to “content marketing” The overall reform ideas.