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目前,一些专业期刊普遍存在受众面窄、发行量小、广告空间有限、综合效益低下等问题,主要表现在办刊观念陈旧,栏目设置、文章内容雷同,广告经营职能缺失等方面。市场经济条件下专业期刊要走出困境,并在市场竞争中立于不败之地,办刊经营注重市场化运作应是理想选择和出路所在。一是要找准定位,突出特色;二是要打造品牌,强化品牌效应;三是要讲究广告经营策略,提高广告经营水平;四是要探索多种办刊模式,走多元化办刊路子。
At present, some professional journals generally have such problems as narrow audiences, small circulation, limited advertising space and low overall benefits. They are mainly manifested in the obsolescence of the publishing period, the setting of the columns, the same content of the articles, and the lack of advertising management functions. Under the condition of market economy, professional periodicals should get out of their predicament and remain invincible in the market competition. Running periodicals should focus on market-oriented operation and should be the ideal choice. First, we must identify the positioning, highlighting the characteristics; second is to build the brand and strengthen the brand; third is to pay attention to advertising business strategy to improve the level of advertising; Fourth, we must explore a variety of modes of running a journal, take a diversified way of running a journal.