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在欧美,除少量非赢利性出版物外,所有出版机构都服从市场经济的基本规律,企业化经营是其必然选择。遵循市场竞争的基本规律,欧美期刊出版业的基本发展趋势是集团化、规模化、国际化、专业化。 集团化与规模化标志着一个媒体整合的新时代的到来,这种趋势反映在发达市场、发达国家的期刊界,就是出版单一期刊品种的出版商完全没有生存的余地。在西方,期刊媒体集团至少要有15个以上的品种,才有足够的资源与回旋余地去生存和参与竞争;国际化则是争取最大化国际效益及利润最大化的必由之路;而专业化无疑是致胜的必要条件。在西方期刊的经营中,广告销售几乎是所有杂志的生命线。而在全球经济一体化时代,国际化的广告经营策略日益显示出强大的威力。
In Europe and the United States, with the exception of a small number of non-profit publications, all publishing agencies obey the basic rules of a market economy and their business management is their inevitable choice. Follow the basic rules of market competition, the basic trend of the publishing industry in Europe and the United States journals is the group, scale, internationalization, specialization. Group and scale marked the advent of a new era of media integration. This trend is reflected in the developed markets, the periodicals of the developed countries, that there is absolutely no room for publishers who publish a single periodical variety. In the west, there must be at least more than 15 varieties in a periodical media group to have enough resources and room for maneuver to survive and participate in competition. Internationalization is the only way to strive for maximization of international benefits and profit maximization. However, specialization is undoubtedly The necessary conditions for winning. In the management of Western journals, advertising is almost the lifeblood of all magazines. In the era of global economic integration, international advertising strategy has increasingly shown a strong power.