【摘要】 加入WTO以后,我国期刊面临着前所未有的竞争。目前,三次售卖是我国期刊的主要赢利模式。期刊企业必须通过广泛宣传期刊、策划读者活动、提高订阅数量、拓展发行渠道、组建销售网络和树立社会形象来做好发行经营管理工作;在广告经营的过程中,应该重视策划工作、塑造良好环境、做好广告营销和适时调整广告政策,并通过推行广告代理制、建立广告评审制度、加强广告后管理和实行发行量论证来加强广告的管理。我国期刊应该顺应品牌化、集团化、细分化、国际化和多元化的期刊发展方向,不断夯实基础,提高竞争力,进而赢利市场。更多还原

【Abstract】 After entering WTO, the journals in our country are confronted with fierce competition.At present, the triple sale is a main pattern of gaining profits of the journals in our country. Journal enterprises must issue a channel by propagating a journal broadly, planning the readers’ activity, improving subscription quantity, opening up issue channels, forming sale network and setting up a social image to do management well. Journal enterprises ought to pay attention to planning , molding good environment in the process of advertisement management, advertisement marketing and the policy adjusting advertisement at the right moment. Journal enterprises ought to carry out advertising agency, build up advertisement judges, reinforce administration of advertisement and put amount of distribution demonstration into practice to reinforce the advertisement administration. The journals in our country ought to adjust to brandalization, collectivization, subdividalization, internationalization and diversity of developing direction to lay a solid foundation, to improve competition and then to gain a profit of marketplace.更多还原