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1978年至今的20余年间,是中国期刊发展速度最快的时期,无论是品种上,发行数量上,还是装帧质量上,都是任何一个历史时期无可比拟的。但是,我们必须看到,在中国进入社会主义市场经济阶段之后,期刊从本质上仍停留在社会支持体系当中,而没有能够形成具有更大社会功能的独立产业体系。中国期刊的人均占有量不足发达国家水平的四分之一;1999年中国期刊广告总额只有7.1亿元,占全国媒体总广告颇的2.7％,每种期刊广告额不足9万元。正是注意到这一实际状况,本文将着重研究中国期刊向产业方向发展道路上的问题及解决办法。
In the more than 20 years from 1978 to the present, the period of the fastest development of Chinese periodicals is unmatched in any historical period, in terms of variety, number of distributions, and quality of frames. However, we must realize that after China entered the stage of socialist market economy, journals essentially remained in the social support system without forming an independent industrial system with more social functions. The average amount of Chinese periodicals is less than one quarter of that of developed countries. In 1999, the total amount of advertisements in Chinese periodicals was only 710 million yuan, accounting for 2.7% of the total advertising in the national media and less than 90,000 yuan in advertising per periodical. It is noticed that this actual situation, this article will focus on the study of Chinese journals to the direction of industrial development problems and solutions.