【作者】 李阳；

【导师】 纪殿禄；

【作者基本信息】 辽宁大学 ， 新闻学， 2018， 硕士

【摘要】 《观察》是一份创刊于1946年9月的政论性刊物,始终坚持“独立、客观、超党派”的办刊方针,是民国时期最为成功的大型知识分子杂志之一。《观察》之所以成功,与它所持的立场和经营直接相关:它的立场民主自由、进步理性;它的经营目标明确、手段多样。《观察》因之博得读者争相抢购,销量不断上升。本文力图对致使《观察》成功发挥重要作用的经营策略进行探究。本文选取《观察》从1946年到1948年这一最具其特点的历史时段,通过文献研究的方法,搜集整理相关资料,将新闻学与史学、管理学相结合,解读其经营环境,剖析其经营策略,探究其当代启示。本文的基本结构及主要内容如下:绪论主要介绍论文的研究背景及意义、研究现状、研究内容及方法、创新点及难点。第一章与第二章介绍《观察》的经营环境及经营状况。分别从宏观层面和微观层面对《观察》的经营环境进行分析,进而阐明在这种经营环境中《观察》取得的经营成果。第三章是文章的主体部分,分别从编辑、发行和广告三个维度来剖析《观察》采用的经营策略,以期对其进行一个较为全面的梳理与分析。第四章是《观察》的经营策略对当今传媒业的启示,通过对《观察》经营策略的总结与思考,找寻其对当今传媒业有所裨益的启示。本文研究发现,《观察》成功的经营为其实践自由主义新闻思想打下了良好的经济基础,其在编辑、发行与广告中采取的经营策略体现出现代经营理念的萌芽,为《观察》取得良好的经营成果提供助力,且其经营策略在当下依然具有启发性,值得当今传媒业借鉴与学习。更多还原

【Abstract】 The Observer is a political journal published in September 1946.It always adheres to the principle of "independent,objective,and ultra-partisan".It is one of the most successful large-scale intellectual magazines in the Republic of China,and its success was mainly due to its position and business.It stands for democracy,freedom,progress and rationality.It also has a clear business goal and a variety of means.These have won readers rushing to buy,and its sales have continued to rise.This article seeks to explore business strategies that play an important role in its success.This article selects the period from 1946 to 1948 when it had the characteristics of The Observer,through literature research methods,collects and collates relevant literature,combines journalism with history and management,interprets its operating environment,analyzes its operations and explore its modern inspiration.The basic structure and main contents of the article are as follows:The first part mainly introduces the research background,the significance and status,contents and methods,innovations and difficulties.The first and the second chapter introduce the operating environment and business status respectively,which analyze the operating environment from the macro level and the micro level,and then clarify the operating results achieved by The Observer.The third chapter is the main part.From the three aspects of editing,distribution and advertising,analyze the operation tactics in order to achieve the success for carrying out a more comprehensive analysis.The fourth chapter is the enlightenment of the business strategy to today’s media industry.Through the summary and consideration,it seeks its inspirations for current media.This study found that The Observer has successfully laid a good economic foundation for its practice of liberalism and journalism.It’s business strategy in editing,distribution,and advertising reflects the bud of modern business philosophy which has helped The Observer’s operating results,and its business strategy still has inspirations which today’s media industry can learn.更多还原