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谢伏瞻
    中国社会科学院院长、党组书记,学部委员,学部主席团主席,研究员,博士生导师。历任国务院发展研究中心副主任、国家统... 详情>>
蔡 昉
    1956年9月生于北京。现任中国社会科学院副院长、党组成员,曾任中国社会科学院人口与劳动经济研究所所长,博士生导师,研... 详情>>
李培林
    男,山东济南人。博士,研究员,中国社会科学院副院长,中国社会学会副会长,中国社会科学院社会学研究所副所长。《社会... 详情>>

    皮书传播力研究报告(2020)

    摘要

    报告通过对皮书传播过程中的四个重要元素——媒体、发行渠道、皮书年会、读者进行分析,试图描绘当下皮书传播的新形势和新特点。2019年的皮书报道高峰出现在6月和12月,但结合出版品种数来看,1月是媒体报道效率最高的月份。由于受到疫情影响,2020年皮书的发行面临严峻考验,而出版社自营平台在疫情中开始逆势崛起。皮书年会作为皮书发展的重要承载平台,经历20年的发展,见证了中国智库成果从觉醒萌芽到转型崛起不断吸收、反思、构建的历程。通过分析自营渠道的读者和销售数据,报告对皮书的读者购买行为有了更加清晰的认识,经济发达城市、受过高等教育的读者是皮书的重要客户群。在未来皮书传播力建设上,加强自有平台建设,将媒体流量和读者数据掌握在自己手中的需求愈发凸显。

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    Abstract

    This paper attempts to describe the new situation and new characteristics of the current dissemination of Pishu by analyzing the four important elements:media,distribution channels,Pishu annual conference,and readers. It is found that the peak of media reports in 2019 occurred in June and December,but in terms of the number of publications,January is the most efficient month for media reports. Due to the impact of the epidemic,the distribution of Pishu in 2020 is facing a severe test,and the publishing houses’ self-operated platforms have begun to rise against the trend in the epidemic. As an important platform of the development of Pishu,the Pishu annual conference has experienced 20 years of development,witnessing the continuous absorption,reflection and construction of the achievements of the Chinese think tank from the awakening to the rise. Through self-operated channel readers and sales data,we have a clearer understanding of the purchasing behavior of the readers of Pishu. Readers from developed cities with higher education are important customer groups of Pishu. With regard to the construction of Pishu’ dissemination power in the future,the need to strengthen the construction of its own platform and control the media reports and reader data in publishing houses’ side has become increasingly prominent.

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    作者简介
    张雯鑫:张雯鑫,社会科学文献出版社学术传播中心副主任,研究方向为智库成果传播。
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