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通过对湖南20种农林科技期刊的办刊经费来源,即拨款、期刊发行、广告经营、版面费收取、赞助等现状调查分析发现:湖南农林科技期刊经营相对全国农林期刊而言表现不差,但经营境况参差不齐。探究其原因主要有以下几方面:分类属性的限制;办刊观念和管理模式不同;期刊整体质量的差异;综合型期刊策划与经营人才的影响。提出了湖南农林科技期刊经营策略的选择:树立经营期刊的思想,进行期刊决策;进行期刊品牌定位,凸显期刊个性;进行品牌延伸,壮大实力;改革发行模式,实行营销战略;拓展广告业务;发展期刊的网络化经营;争取多元资本,联合办刊。
Through the survey and analysis of the funding sources of 20 kinds of agriculture and forestry periodicals in Hunan province, namely the allocation of funds, the issue of periodicals, the operation of advertisements, the collection of page fees, and the sponsorship, the results show that Hunan agroforestry journals do not perform poorly in terms of operating relative to the national agricultural and forestry journals The business situation is uneven. To explore its causes mainly in the following aspects: the classification of attributes; different concepts and management models; differences in the overall quality of journals; comprehensive periodical planning and management personnel. Put forward the choice of business strategy of Hunan agriculture and forestry sci-tech periodicals: set up the idea of managing periodicals and make decisions on periodicals; carry out brand positioning of periodicals, highlighting periodical personality; carry out brand extension and strength development; reform distribution mode, implement marketing strategy; expand advertising business; develop Periodical network management; for multiple capital, joint run.