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摘要在我国的报业体集群中，行业报是一个非常特殊且又十分重要的类别。在短短几十年的历史中，行业报曾经为促进我国经济社会建设发挥过积极作用。然而近年来，随着传播技术的不断发展和文化体制改革的启动与深化，行业报的生存面临巨大挑战。如何建立现代企业机制、制定科学的发展战略，在日益激烈的媒体竞争中脱颖而出，已成为摆在行业报人面前的一个重要问题。本文运用新闻学、传播学和传媒经济、战略管理等多学科的基本理论，深入分析了当前行业报所面临的关键问题和挑战，就行业报未来发展的基本战略和策略进行了探讨。此外，结合《中国医药报》这一典型案例，笔者提出行业报应采取建立现代企业机制，坚持突出专业特色、打造知名品牌、寻求组建传媒集团等战略，方能在市场搏击中抢得先机。本文共分为四个部分。第一部分，介绍行业报的概况，如行业报的概念、特点、发展进程、分类和功能等，提出行业报的社会影响虽然不能与党报、都市报等综合性媒体相比拟，在中国报业中处于从属地位，但它作为我国多层次的报纸产业集群的重要组成部分，依然有潜力、有前景。第二部分，重点剖析行业报所面临的瓶颈问题和挑战因素。着眼于外部因素，综合类媒体纷纷推出专刊、专版，蚕食行业报的传统领地；广播、电视、网络、手机等媒体的竞争趋于白热化；新闻出版体制改革迫在眉睫，报业退出机制建立。着眼于内部因素，行业报受制于观念落后和体制的束缚，存在知识和服务性不够、定位不够精准、经营状况困难等问题。第三部分，着重分析行业报生存困境的成因，指出其也具备一定优势，提出其发展前景依然光明。行业报诸多问题的根本成因在于体制，如管理体制落后、经营方式不够灵活等，改革势在必行。但行业报也有优势，比如较强的专业性和较高的权威性，良好的政府资源和深厚的行业积累；规模小、人员少、成本低，改革较为容易。虽然不排除一些行业报存在倒闭或走向兼并的可能，但总的来说行业报的发展前景是光明的。第四部分，提出新形势下行业报的发展策略。行业报内有机制束缚，外有都市报、新媒体虎视眈眈。要想在这样的重围中找到出路、求得发展，行业报 1必须要保持专业性不为所动；打造知名的行业报品牌，以品牌带发展；强强联手，组建强势行业出版传媒集团；提高服务性，提高对行业服务的“含金量”。昀后结合《中国医药报》的发展实际，笔者提出要锐意改革、找准定位、打造品牌、制作精品，实现内容、发行、广告的良性互动。关键词：行业报发展战略中国医药报 2AbstractAmongnationalmediasystemsinChina,industrynewspaperisanspecialandimportanttype,whichplaysanindispensableroleinoureconomicandsocialconstruction.However,inrecentyears,withthecontinuingdevelopmentofthecommunicationtechnology,andtheexecutionandfurtheranceofculturalreform,thesurvivalpredicamentsoftheindustrynewspaperhasgraduallybecomeobvious.Therefore,howtoestablishmodernenterprisesystemandhowtoformulatescientificdevelopmentstrategyensureabreakthroughinthecompetitivemediacompetitionhasbecomeakeyproblemfortheexistenceanddevelopmentofindustrynewspaper.Basedonaprofoundanalysisofthekeyproblemsandchallengesthatindustrynewspaperarefacing,thisessayexploresthebasicstrategyandtacticsforthedevelopmentofindustrynewspaperbyusingbasictheoriesofmulti-disciplinessuchasJournalism,Communication,MediaEconomicsandStrategicManagement.Casestudyfromthe“Chinesepharmaceuticalnews（CNPHARM）”,Theauthorsuggeststhereshouldbeaninnovation,profession,characterizationbrand-makingandcooperationintheindustrynewspaper,andallofthesestrategiescanmakesuremoreadvantageousopportunitiesinthecompetitivemarket.Thisarticleconsistsoffourmainparts.Firstpartisthebriefintroductionofindustrynewspaper,includingconcepts,features,developmentalphases,classificationaswellasfunctions.AlthoughtheindustrynewspaperisnotasinfluentialasthePartynewspaperpaperandtheMetropolisNewsandsubordinatetothem,bothofwhichareviewedascomprehensivemedia,itisstillacomponentofdiversenewspapersysteminChinabecauseofitspotentialandprospect.Secondpartismainlyaboutthepredicamentsandchallengesthatindustrynewspaperisdealingwith.Externally,comprehensivemediapublishesspecialissuesoreditionstotakeupindustrynewspaper’straditionalterritory.Broadcast,TVinternet,mobile,andothermediaarecompetingfiercelywitheachother.Thejournalismreformissourgentthatthewithdrawalmechanismshouldbeestablished. 3Internally,confinedtoitsconceptionlimitationsandsystem,industrynewspaperisconfrontedwithmanydifficulties,suchaslackofinstruction,serviceandtalent,aswellasincorrectorientation,andpoormanagement.Inthethirdpart,thisessayfocusesontherootoftheproblemsforindustrynewspaper,andpointsouttheadvantagesofindustrynewspaperandanticipatesitsprospects.Manyoftheseproblemsareoriginatedinitssystem,forinstance,severeofficialdomandinflexibleperformancemode.Therefore,arevolutionshouldbeontheway.However,beingprofessionalandauthoritative,industrynewspaperhasgoodgovernmentalandprofessionalsupport.What’smore,itiseasytotransformedbecauseofitssmallscale,lessstaffandlowcost.Thereforeindustrynewspaperwillhaveabrightfuturealthoughasmallpartofthemwillbecloseddownormerged.Finally,theauthorraisesthedevelopmentalstrategiesforindustrynewspaperunderthenewcircumstances:theinternalsystemconfinementandtheexternalthreatsfromothermedia.Inordertoobtainbreakthroughanddevelopment,whilemaintainingprofessional,industrynewspapershouldconcentrateonbrandmakingandcooperation,raisingtheawarenessofserviceandimprovingitsqualityofservice.Lastbutnotleast,byexploringcasestudyofCNPHARM,thisthesisbringsupsomestrategiesforindustrynewspapersuchasinnovation,correctpositioning,brandmaking,andvirtuousinteractionbetweenitscontent,circulationandadverting.Keywords:industrynewspaper,developmentstrategies,Chinesepharmaceuticalnews 4目录绪论.................................................................................................................................................1第1章导论.................................................................................................................................61.1行业报的概念与特征......................................................................................................61.2行业报的历史与发展........................................................................................................71.21现代行业报发展历程...............................................................................................71.3行业报的分类与特点......................................................................................................111.4行业报的地位与功能......................