美国期刊业对我国期刊的启示

Enlightenment of American magazine business to Chinese periodicals

美国期刊业的基本特征可以归纳为:(1)集团化规模庞大;(2)塑造品牌,建立核心竞争力;(3)高度重视人力资源;(4)发行量决定广告收入。针对我国期刊业的现状与不足,通过中美两国期刊的比较研究,指出我国期刊在新形势下快速发展应借鉴之处和应对之策。

The paper introduces the basic features of American maganize bisiness: i. large group's scale; ii. moulding famous brands and establishing the core competition; iii. paying great attention to human resources. Then the paper proposed that the Chinese periodical, can make use of the experience of the American periodical and the countermeasure after comparing and studying the two countries' periodicals.