【作者】 严彬斌；

【导师】 彭菊华；

【作者基本信息】 湖南大学 ， 新闻学， 2007， 硕士

【摘要】 改革开放以来,中国的报业市场发展迅猛,全国报业总收入和产业规模迅速提升。目前国内报业市场存在着两个巨大的反差:一是从版面数、发行量和广告额衡量,国内假日报纸的落后与欧美假日报纸的格外强大形成强烈反差;二是主要综合性日报平日刊市场的激烈竞争,与各家报纸对假日市场的几乎一致性放弃形成强烈反差。因此很有必要从社会背景、文化背景、行业背景等各个方面来分析假日报纸低迷的原因,梳理学界对假日报纸在理论和实务上的各方面研究,总结假日报纸发展的规律,找出突破点,为激烈竞争中的报业市场寻求时间上多支点的扩张。本文以国内综合性日报在假日出版的报纸为研究对象,试图从历史沿革、发展历程、实际操作等方面对国内假日报纸做比较全面、系统、完整的研究,分析假日报纸发展的社会文化背景,采用实证研究对我国假日报纸的发展状况进行调查,探讨存在的问题和原因以及解决的方法。本文首先对我国假日报纸的历史沿革做了一个回顾,从解放前假日报纸的状况开始,到改革开放后假日报纸的发展高潮,特别是九十年代前期的“周末版大战”的兴起和式微,探讨假日报纸的兴衰起落对报业发展的影响和启示。然后分析我国假日报纸的现状,在国内综合性日报平日刊和假日刊之间、国外假日报纸和国内假日报纸之间进行对比,发现反差,寻找原因。假日报纸所遇到的挑战和机遇主要来自于从社会转型期传者与受众位置的变化,休假制度改革后居民生活习惯的变化,生活水平提高导致居民消费习惯的变化以及激烈的竞争状态下报纸对新的经济增长点的挖掘。本文采用了统计分析法、逻辑推理法,通过对我国假日报纸出版状况的统计分析,从读者需求、定位方式、新闻品质、发行渠道、广告投放等各方面阐述了怎样开拓我国假日报纸发展空间的问题。更多还原

【Abstract】 China has seen a booming newspaper market and a fast-growing newspaper industry for the past decades since reformation policy came into effect. There are two great contrasts in the current newspaper industry. In terms of content amount, circulation and advertising rates, holiday newspapers in China are far behind those in European and American countries where holiday newspapers exclusively dominates newspaper market. Major daily newspaper publishers in China fiercely compete for weekday newspaper market, while at the same time, choose to give up almost all the holiday newspaper market. Therefore it is of great interest to analyze the underlying reasons for the unhealthy conditions of holiday newspaper market from diverse aspects of views including social background, cultural background and industry background. It is also necessary to review the previous scientific studies on both academic theories and practical applications of holiday newspaper in an effort to provide insights into strategies of expanding newspaper market. In this article the author focuses on the holiday editions of major domestic daily newspapers, performed comprehensive analysis on their history, social and culture background, theories, and practical application, identified the pre-existing problems, and provided suggestions for expanding holiday newspaper market.In this article, the author first reviewed the history of the domestic holiday newspapers, from their status before liberation to their fast-growing stage after reformation, specifically the origin and outcome of the "weekend edition combat" in early 90s, in an effort to address the influence of holiday newspaper on the whole newspaper industry. The author then investigated the current status of holiday newspaper, made critical comparison between weekday and holiday newspaper, inspected the difference of holiday newspapers across the countries and identified the bases underling the differences.Challenges and opportunities that the holiday newspapers are facing mainly come from the changes in the media-public relationship during the society transition, the alterations in residents’ life patterns brought up by the new national holiday policies, and the desire to identify novel profit growth points from publishers in their fierce competition for readers. The author took advantage of diverse statistics and induction methods in analyzing readers’ need, market targeting, information quality, delivery system and advertisement editing, to address the basic question how to expand domestic holiday newspaper industry.更多还原