文章摘要
彭宇文.我国科技期刊广告市场环境SWOT分析.编辑学报,2008,20(6):485-487
我国科技期刊广告市场环境SWOT分析
Using SWOT method to analyze advertising market of sci-tech periodicals in China
投稿时间:2008-07-21  修订日期:2008-07-21
DOI:
中文关键词: 科技期刊  广告市场  SWOT分析
英文关键词: sci-tech periodical  advertising market  SWOT analysis
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
作者单位
彭宇文 湖南师范大学商学院,410081,长沙 
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中文摘要:
      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(opportunities)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。
英文摘要:
      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 the competitions of domestic and foreign media, and the customers' reputation degree.
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