摘 要
当前我国期刊市场的竞争日趋激烈，伴随着文化体制改制的钟声，全国各地的
非时政类报刊已经或正在由事业向企业转制。在转企改制循序渐进的过程中，《规划
师》杂志社面对如此激烈、优胜劣汰的市场，想要立于不败之地，最应该做的就是
提升自身的核心竞争力，全面应对市场化需求，因此需对杂志的战略定位、存在问
题进行分析，提出《规划师》杂志社的发展战略和发展对策
本文运用企业发展战略的相关理论对《规划师》杂志社发展情况进行认真剖析、
研究和探讨，发现《规划师》杂志发展的特色，总结杂志社发展过程中存在的问题，
发展环境分析，提出杂志社的发展战略和行动计划，进一步提高杂志社管理水平，
提高杂志社经济效益
本文以杂志社为一个典型案例，通过所学的战略管理、运营管理、经济学、营
销学等的相关知识和理论，对杂志社的现有外部环境、内部环境、战略的选择和定
位，进行系统的分析和研究，以求为杂志社在特殊历史条件下，危与机并存情况下，
杂志社未来五年发展的战略规划出谋划策。同时希望以此为例探索一条能在办刊经
费紧缺、期刊地位下降、市场需求减少等种种不利条件下，学术类科技期刊当前适
合的发展战略
关键词：发展战略 宏观环境分析 道斯矩阵（态势分析法） 杂志社
Abstract
The current our country periodical market competition is intense with each passing
day, accompanied by the reform of cultural system of the bells, non political newspapers
around the country have been or are being from institutions to enterprises.In the
transformation step by step in the process, planners magazine is fierce, the survival of
the fittest market, want remain invincible, most should do is to improve their core
competitiveness, a comprehensive response to the market demand, so the magazine's
strategic positioning, analysis of existing problems, put forward planners magazine
development strategy and countermeasures.
This paper uses the theories of enterprise development strategy on the planners
magazine development serious analysis, research and discussion, found planners
magazine of the characteristics of the development, summarizes the magazine exist in the
developing process of the experience and the existing problems, analysis the development
environment, the magazine's development strategy and action plan, to further improve the
magazine agency management level, improve the economy benefit of magazine.
According to the magazine as a typical case, through the study of strategic
management, operations management, economics, marketing and other related knowledge
and theory, on the magazine's current external environment, internal environment, strategy
and the choice of location, system analysis and research, in order for the magazine in the
special historical conditions risk and opportunity, circumstances, the magazine over the
next five years the development of strategic planning give advice and suggestions. At the
same time hope as an example to explore a publication, Journal of funds shortage in
decline, the market demand and various adverse conditions, the academic science and
technology journals in the suitable development strategy.
Key words: Development strategy Macroscopic environment analysis
Tows matrix (A situation analysis) Magazine House