新媒体时代青少年报刊的发展现状及经营策略

Current Situation and Management Strategy of Youth Newspapers and periodicals in the New Media Age

我国青少年报刊在整个出版产业中占有着不可撼动的地位,在提升青少年思想道德和科学文化素质等方面起着举足轻重的作用,同时青少年报刊也是我国期刊出版产业得以兴旺发展的重要市场推动力。但随着新媒体的快速发展,各种新型的媒体数字化阅读和娱乐手段层出不穷,青少年报刊受到互联网和大数据的强烈冲击和挑战,杂志因缺少品牌特色、数字转型发展艰难、发行渠道不畅、报刊企业规模较小而缺少发展活力。在市场竞争格局越来越激烈的情况下,要解决如何让传统报刊业和新媒体技术融合发展、如何转变经营策略策略让刊物的发行渠道持续畅通问题,就必须进行融合发展,变革创新、把握机遇,实现青少年报刊产业的可持续发展。

Chinese youth newspapers and periodicals play an unshakable role in the whole publishing industry and play an important role in improving the ideological,moral,scientific and cultural quality of young people.At the same time,youth newspapers and periodicals are also an important market driving force for the prosperity and development of periodical publishing industry in China.But with the rapid development of new media,a variety of new media digital reading and entertainment means emerge in endlessly,young newspapers and periodicals are strongly impacted and challenged by the Internet and big data,magazines lack of brand characteristics,difficult development of digital transformation,poor distribution channels,small scale of newspaper enterprises and lack of development vitality.In order to solve the problem of how to integrate the traditional newspaper industry with the new media technology and how to change the management strategy to make the distribution channel of the publication continuously open,we must carry on the integration development,change the innovation,seize the opportunity,realize the sustainable development of the youth newspaper industry.