21世纪的中国,已成为WTO大家庭的成员,如何确定和规划自身的定位与发展是摆在包括少儿类期刊在内的各行各业面前的首要任务。作为积极的应对措施,加大少儿类期刊的品牌建设和资源开发则是儿童期刊人的工作热点。面对新形势,我们要审时度势,深化少儿类期刊评价尺度的内涵。这就要求少儿类期刊依照行业评价尺度与社会综合评价尺度相统一的原则求生存、求发展。随着我国经济、政治、文化等各方面的全面发展,优秀少儿期刊不断涌现,借助期刊的优势开拓营销市场,走自我延伸之路,是少儿期刊得以发展的重要举措。优秀少儿期刊的品牌效应,能够激活期刊的广告市场。少儿类期刊的广告市场是期刊强化自身实力的重要领域,值得给予足够的重视并加大开发力度。少儿类期刊存在、发展的最终要素取决于它的核心竞争力。少儿类期刊要形成和深化自己的核心竞争力,应从观念更新、实施人才战略两方面入手,为少儿类期刊“做大做强”提供必要的知识资源和智力资源。 In the 21st century, China has become a member of the WTO family. How to identify and plan its own position and development is a top priority for all walks of life, including children’s periodicals. As a positive response, increasing children’s journals brand building and resource development is the focus of the work of children’s journals. In the face of the new situation, we should review the situation and deepen the connotation of the evaluation criteria of children’s periodicals. This requires children’s journals in accordance with the industry evaluation criteria and the principle of social comprehensive evaluation of the principle of unity for survival and development. With the all-round economic, political and cultural development of our country, outstanding young children’s journals are constantly emerging. Taking advantage of the advantages of journals to explore the marketing market and take the road of self-extension are important measures for the development of children’s journals. The brand effect of excellent children’s journals activates the journals’ advertising market. The advertising market for children’s periodicals is an important area for periodicals to strengthen their own strength and deserves adequate attention and intensified development efforts. Children’s journals exist, the final element of development depends on its core competitiveness. Children’s journals should form and deepen their core competitiveness. They should start from the concept update and implementation of talent strategy, and provide necessary intellectual and intellectual resources for children’s journals.