The Research On The Publishing And Management Of The Counseling Periodicals In The Universities Of Guangxi

Periodical industry, as the important component of culture industry, plays an important and irreplaceahle role in pushing forward Guangxi's cultural construction and promoting the comprehenSive, balanced and sustainable development of Guangxi. Having large circulations, the social efficieney and the economic benefits of counseling periodicalsis remarkable. Judging from Guangxi, counseling periodicals, especially those oriented at school children, is the highlight of Guangxi periodical industry. With Zhuowen Dawang, the representative of the King Series, guangxi Normal University Magazine Press has cultivated a strong group journal. With creative writing, on hehalf of the Innovation Series, Guangxi College of Education Magazine Pross has also cuLtivated group journals. Both of the two have successfully become as the influential counseling periodicals hrand throughout the country. Against the backdrop of cultural restructuring, publishing transformation, as well as the great development of digital publishing, the survival and development of the traditional periodical publishing enterprisea in Guangxi, especially those counseling periodicals publishing enterprises, will be faced with great opportunities and challenges. Under such a background, this thesis aims to analyze the puhlishing conditions and prohlems of such enterprises, with the hope to promote the sound and healthy development of the counseling periodicals in Guangxi, and even the development of Guangxi publishing industry.Methods of documentation, field investigation method,example analysis and other methods have been comprehensively applied in this thesis and the research will take Guangxi Normal University Magazine Press as an exampleApart from the Introduction, the thesis can be divided into three parts.The first part states the publishing and management of the counseling periodicals in the universities of Guangxi. This part will introduce and sum up the achievement gained by the enterprises from three aspects. The first aspect is how the enterprise makes full use of the utilities of colleges and universities to achieve personalized periodical management. The second aspect shows how the enterprises run business periodicals consistent with college school running characteristics. The third aspect is how the enterprises lead the national journal publishing fashion.The second part will point out the problems existing in the publishing and management of the counseling periodicals and give an in-depth analysis of the causes. The main existing problems include:Not like press with capital and resource advantages, nor like private capital with high efficiency, the overall competitive strength of the counseling periodicals publishing enterprises is weak. Their survivals are held in threat; their internal management lags behind, for the modern enterprise system is imperfect. Human resource management system and distribution mechanism are not reasonable. There is an absence of unified brand and the information management does not reach the designated position; besides, the phenomenon of homogeneous products is serious, including content homogeneity, sales channel homogeneity, and promotion homogeneity. That marketing and publishing are trapped is also a problem. There are four main causes contributing to these problems:First, the publishing system reform is not complete. Some university journals in Guangxi are not independent juridical persons, nor do they have independent business license. They are not companies with financial independence of accounting, which contributes to a great deal of inconvenience and seriously affects the work efficiency. They cannot obtain full autonomy towards management. The lack of market subject qualification has become the biggest bottleneck for the enterprises to obtain sustainable development. Second, ideological concepts fall behind. Publishing personnel pose themselves as educators and habitually adopt the journal pattern of "I infuse, you accept", without paying attention to readers'needs. They ignore the commodity property of the counsel ing periodicals and their roles as commodity operators. They are accustomed to equalitarianism and unwilling to face the competitive mechanism of the survival of the fittest and the income distribution mechanism which highlights pay with optimal performance. The stagnant thought has become the main obstacle to realize the market reforms of the counseling periodicals. Third, there is an absence of publishing talents. Under the incomplete market-oriented management system, those elites who are willing to devote themselves to the counseling periodicals are not able to enter those enterprises due to various restrictions. Those enterprises fail to attract talents with management ability and innovative consciousness. Meanwhile, the original talent continues to lose in those enterprises. Fourth, the publication resources are in shortage.The third part summarizes the suggestions that can promote the management and development of the counseling periodicals in Guangxi. The first is institutional innovation. The management system innovation should involve the enterprise and university both. In order to achieve this goal, the property rights must be clarified and the modern enterprises system should be built. Merger and restructuring as well as intensive management should be encouraged; Following is the innovation of enterprise management within the company. Gradually improve corporate governance mode and management mechanism; On the basis of the president responsibility system, the enterprise should carry out the management system that positions should be arranged according to the curriculum setting which based on the principles of "setting positions according to the tasks; arranging staffs according to the position; taking up a job through competition; being employed one level by another". Establish and perfect the incentive mechanism. Income distribution should be decided according to position responsibility and contribution. The second is method innovation. Pioneer the external management space for the counseling periodicals. Form a children education product chain which makes the periodical as the main clue. Cultivate the management characteristics which can lead to the increase of the journal's added-value; Establish the digital management system and the marketing system for the counseling periodicals. Make full use of the internet, database, and e-commerce to realize digital marketing, which will greatly reduce the cost of marketing. Meanwhile it can, to a great extent, expand its influence in the market; vigorously promote the brand construction of the counsel ing periodicals. To make it specific is to put forward and spread brand orientation. Plan and make fine topic selection. Explore and make full use of various carriers. Plan and organize various activities. This thesis takes the publishing and management of counseling periodicals in Guangxi as a breakthrough point, and comprehensively applies methods of documentation and field investigation method, as well as makes example analysis of Guangxi Normal University Magazine Press to illustrate the situations and problems of counseling periodicals in the universities of Guangxi. The thesis aims to regulate the existing problems and make an in-depth analysis in order to offer solutions and suggestions to promote the development of counseling periodicals. It also aims to summarize the successful experience and point out the short coinings so as to propose suggestions, with the hope to promote the sound and healthy development of the counseling periodicals hosted by universities in Guangxi, and even the development of Guangxi publishing industry. The author also hopes that this thesis can provide advice to make the counseling periodicals publishing play the role for bettering the economic construction and cultural construction of Guangxi in the tide of cultural restructuring.