论文部分内容阅读
通过对国内数十份杂志的研究,我们发现凡是成功的杂志大都做到了以下几点,而这些也正是值得同行去学习和借鉴的。一是清晰、准确的市场定位,并且持之以恒。像《新财富》和《理财周刊》,一开始就有非常准的市场定位,并且坚持下来直到胜利。《财经》、《IT经理世界》、《中国企业家》等杂志在内容上会适时做出相应的调整,但它们都能保持基本的东西一脉相承,以及每一阶段的稳定性。二是稳定的核心团队。人是一本杂志运作的关键,而核心团队的稳定保证了杂志的持续性发展,不至于出现非常大的调整。如《IT经理世界》、《中国企业家》、《经理人》等杂志都是,虽然有的员工会跳槽,会有正常的人才流动,但其核心团队基本上常年不变;并且这些杂志大都坚持了从内部选拔干部的传统。三是采编与经营分开,保证新闻的独立性原则。这一点是绝大多数财经杂志共同的成功经验。内容是媒体运营的基石,保证内容的质量是走向成功的关键。对一些失败的杂志或是现在存在问题、困难重重的媒体进行研究,总结出其中共通的原因,同样对我们具有重要意义。后来者在了解以下这几方面后,就可能避免走同样的弯路。
Through the research of dozens of magazines in our country, we find that most of the successful magazines do most of the following, and these are also worth learning and learning from peers. First, a clear, accurate market positioning, and perseverance. Like “New Fortune” and “Wealth Management Weekly”, have a very accurate market position from the very beginning, and stick to it until victory. The contents of “Caijing”, “IT Manager World” and “Chinese Entrepreneur” will make corresponding adjustments in time, but they will keep the basic things in the same strain and the stability of each stage. Second, a stable core team. People are the key to the operation of a magazine, and the stability of the core team to ensure the sustainable development of the magazine, will not be a very large adjustment. Some magazines such as “IT World of Managers”, “Chinese Entrepreneurs”, and “Managers” all mean that although some of them will quit their jobs and have normal flow of talent, their core team basically remains unchanged for many years; and most of these magazines Adhere to the tradition of selecting cadres from within. Third, editing and management separately, to ensure the independence of the principle of the news. This is the common experience of most financial magazines. Content is the cornerstone of media operations and ensuring the quality of content is the key to success. It is equally important for us to study the failure of some magazines or the media that have problems and are in difficulties now and sum up the reasons for their commonality. Later, people understand the following aspects, you may avoid the same detours.