Research On Column Setting And Advertising Of China's Core Academic Periodicals Of P.E.

At present, there are more than fifty kinds of Sports Academic Periodicals in China, in which contains 16 Core Academic Periodicals of Physical Education. And more than 70% of the scientific researches are published as academic papers on the 16 periodicals, which represent the highest level in the study of China's sports science and technology.As an important carrier of academic exchanges of Chinese Sports, these 16 Core Academic Periodicals of Physical Education play an important role in communicating information, showing research results and training reserve personnel. Therefore, this paper uses the 16 periodicals as the research object to find the rules and characteristics of the periodicals'part setting, from basic information to the journal's advertising. Through the research and analysis, we want to find out the problems of the development of the Core Academic Periodicals of RE. Meantime, we also hope to give some suggestion for the problems.In this study, we read many journals of the 16 Periodicals collect and compile relevant information. At the same time, we make some interviews with the experts of this field. Besides that, we also search almost 200 documents about this subject. And then, using the software of Microsoft Excel 2003, we do a lot work on analyzing the data of the research. Finally, we have got some conclusions as following:There is still no uniform standard to divide the column setting of the 16 Periodicals. At present, we have three categories:classified according to subject part; classified according to subject part as well as other categories mixed into sections; no clear standards for classified section.The 16 Periodicals generally have a high stability of the part setting, in which sports sociology, sports science and human psychology, sports training, school sports, sports education and national traditions of sports is the most stable column. They are also the focus of the China's study on sports science and technology.But the 16 Periodicals all have a hard situation of advertising and management. Although eight journals have got an Advertising License, only one periodical, "Journal of Physical Education", has a little ad-business activities on its journals in the year 2008.The main factors that constrain the ad-business activities of the 16 Periodical are:the lack of market awareness, the old-fashioned business models, the lack of audience and market research and no brand effects and so on. In addition, the misreading of the Journal of goods led to over-reliance on property layout fee collection, resulting in the publication of individual operators do not consider other way to develop.If our Core Academic Periodicals of P.E want to get out of the woods, they should work hard in the following aspects:to improve the journal's quality to format a brand; to develop an awareness of market, competition and a sense of crisis; to attention to audience and market research; to attention to the cultivation and mining human resources of operations; to learn from successful experiences from the same foreign periodicals.