论媒体融合背景下我国期刊行业的市场化发展

Market- oriented Development of China's Journal Industry in the Context of Media Convergence

新媒体的发展对传统媒体特别是期刊行业的市场化发展造成了巨大的冲击,如:移动终端改变了受众群体的阅读习惯,提高了期刊行业的办刊成本;数字化降低了版权保护力度,损害了期刊的合法权益;网络化改变了广告营销模式,挤压了期刊在广告市场中的份额。但这同时也给传统媒体带来了更大的发展机遇,期刊可以结合自身的优势,借力新媒体,从观念、内容、品牌和盈利方式等方面向新媒体学习,探索开发新的媒体产品,实现多元化经营,不断拓展盈利空间和盈利模式。

The development of new media causes a huge impact on traditional media,especially the development of market -oriented periodical industry.For example,mobile terminal changes the audience’s reading habits,and increases the cost of running periodical industry;digitalization reduces the protection of copyright,and damages legitimate rights and interests of journals;network changes the advertising and marketing model,squeezing journals’share in the advertising market.However,meanwhile it brings about greater de-veloping opportunities.Journals can combine their own advantages,accept and learn advantages of the new media in terms of concept, content,brand and profit pattern,explore and develop new media products actively,meet the needs of modern readers and realize di-versified business models,so as to expand profit margins and patterns continuously.