媒体变革下行业期刊的市场经营模式研究

Research on the Market Management Mode of Industry Journals Under the Media Reform

行业期刊普遍盈利能力下降,需要探索行业期刊的经营模式,提升行业期刊的盈利能力.采取个案研究方法,分析与总结广告行业杂志的盈利模式.研究发现行业期刊具有行业经营优势,通过整合行业资源,探索多元的经营模式,能够有效提升行业期刊的盈利水平.行业期刊应发挥行业优势资源,整合行业与产业上下游需求,采取受控发行的模式提升发行效果,确定全媒体营销与信息传播的经营理念,实现从行业影响到影响行业的发展目标,增强行业期刊的市场竞争力.

The profitability of industry journals are generally declining,so we need to explore the business model of industry journals to improve their profitability.This paper adopts case study method to analyze and summarize the profit model of advertising industry magazine.It is found that industry journals have advantages in industry management.By integrating industry resources and exploring diversified business models,the profitability of industry journals can be effectively improved.Industry journals should give full play to the industry’s superior resources,integrate the industry and the upstream and downstream needs of the industry,adopt the mode of controlled distribution to improve the distribution effect,determine the business philosophy of all media marketing and information dissemination,realize the development goal of influencing the industry from the industry to the industry,and enhance the market competitiveness of industry journals.