Dilemma And Strategy Of Coal-type Academic Periodicals In Enterprise-transformation Restructuring

On May 19,2011,the unveiling of Suggestions on Structural Reform of Publishers of Newspapers &Periodicals on Non-current Politics by General Office of the Communist Party of China and General Office of the State Council symbolized that the structural reform of publishers of newspapers & periodicals on non-current politics had formally begun.Making a thorough promotion on such reform was an important task for implementing the deployment of the Central Government,deeplyimprovingcultural systematic reform and transforming development mode of newspapers & periodical industry,which was also a necessary requirement for enhancing transmissibility and public opinion guidance of Chinese newspapers & periodicals as well as quickening cultural development.As one kind of significant non-current politics newspapers & periodicals,industrial academic periodicals were of great value in terms of development of media industry and transformation & upgrading of relevant industries.Although they had more obvious public welfare feature compared with non-academic periodicals,their process of marketalization of enterprise-transformation restructuring was also irreversible.According to national requirements,the academic periodicals of coal industry have achieved enterprise-transformation restructuring step by step,as a result of which they have become publisher enterprises and start to own autonomic right of management;besides,they have to bear profits & losses and risks,and seek for development.However,academic periodicals of coal have faced great challenges in terms of operation after transformation.Therefore,it becomes a must for such periodicals to explore a scientific development path based on their sound development and growth according to their own situations.With such periodicals under the background of enterprise-transformation restructuring as research object,the paper teases the development process since the establishment till now,and makes an analysis on all kinds of dilemmas they have faced from five perspectives,including ideological constraint,academiclevel,financial support from outsiders,economic base and internal management system.Based on these dilemmas,the paper has put forward such development strategies as implementation of excellent products,innovation of marketing,dependence on features and convergence of talents,with Coal Engineering,anacademic periodical representing the coal industry,as entry point and carrier and based on management status after enterprise-transformation restructuring,aimingat providing some ideas for other periodicals in coal industry to realize such restructuring and laying a foundation for government to formulate various management policies on industrial academic periodicals.