【摘要】 运用文献资料法和专家访谈法,结合传播学、历史学、社会学、公共关系学等相关理论,对"普及性体育期刊"进行定义,梳理我国普及性体育期刊的百年发展沿革。制约我国普及性体育期刊发展的主客观因素包括:期刊产业实力单薄、其他体育媒介的冲击、体育大环境的制约、发行渠道不畅通,同质化恶性竞争、因循守旧改版失败、盲目寻求合作办刊、编辑人员综合素质不高、期刊内容"变质"。建议:提高核心竞争力、找准期刊定位、完善三次销售网络、提高编辑人员的经营意识、尝试创新性营销、打造电子体育期刊。更多还原

【Abstract】 Using methods of literature review and expert interview,referring to the theories of communications,history, sociology and public relations,the paper defined the term of "mass sports journals" and reviewed the centenary history of mass sports journals in China.The factors restraining the development of " mass sports journals" in China include:the feeble strength of journal industry,impact from other sports media,restraint from macro sports environment,impeded distribution channels;homogeneous malignant competition, conformism and revision failure,blind cooperation;low comprehensive quality of editors,and metamorphism of journal contents.The paper provided the following suggestions; improving the core competitiveness,set up proper orientations, perfecting three-time-sale network,enhancing the management consciousness of editors,attempting innovative marketing and forging electronic sports journals.更多还原