| 我国科技期刊广告市场环境SWOT分析 |
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| 引用本文： | 彭宇文.我国科技期刊广告市场环境SWOT分析[J].编辑学报,2008,20(6):485-487. |
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| 作者姓名： | 彭宇文 |
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| 作者单位： | 湖南师范大学商学院,410081,长沙 |
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| 基金项目： | 湖南师范大学商学院产业经济学重点学科建设项目经费资助
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| 摘 要： | 利用SWOT分析法分析我国科技期刊广告市场环境的优势(strengths)、劣势(weaknesses),以及存在的机遇(oppor-tunities)和威胁(threats).认为我国科技期刊广告市场环境的优势是广告针对性强,信息可信度高,时效性长,收费低廉,受众注意程度高;劣势是时滞长,容量有限,受众面和影响力有限;机遇是广告市场的发展和广告主投资理性的增加;威胁是国内、外广告媒体的竞争,以及信用度方面的因素.
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| 关 键 词： | 科技期刊 广告市场 SWOT分析 |
| 收稿时间： | 2008/7/21 0:00:00 |
| 修稿时间： | 2008/7/21 0:00:00 |
Using SWOT method to analyze advertising market of sci-tech periodicals in China |
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| PENG Yuwen.Using SWOT method to analyze advertising market of sci-tech periodicals in China[J].Acta Editologica,2008,20(6):485-487. |
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| Authors: | PENG Yuwen |
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| Institution: | PENG Yuwen Business College of Hunan Normal University,410081,Changsha,China |
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| Abstract: | Based on SWOT (strengths, weaknesses, opportunities, threats) this paper analyzes the advertising market of sci-tech periodicals in China. The author concludes that the strengths of the advertising market are strong pertinence, high reliability, long timeliness, low costs, and being easily obtained. The weaknesses are long time delay, limited capacity, and finite influence. The opportunities are the development of the advertising market, and the rational investment of the customers. The threats come from th... |
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| Keywords: | sci-tech periodical advertising market SWOT analysis |
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