财经名专栏“投资者日记”内容特色的研究.pdf

中文摘要 为了回答如何建设专栏内容才能使报纸财经类专栏赢得读者忠诚、行业竞争力和社会 口碑的问题，本文选取香港《信报财经新闻》的 “投资者日记”进行个案研究，通过对专 栏一手材料的定性定量分析和对相关理论资料的借鉴引用，剖析“投资者日记”专栏内容 特色，并探讨内容特色成因与其成功之道对大陆报纸财经专栏的借鉴意义。 论文分四部分展开论述，第一部分交代了选题的理论价值和现实意义，并对已有的相 关研究作了必要的文献综述，同时说明了研究对象的范围和主要采用的研究方法；第二部 分全面分析了“投资者日记”内容特色的构成，对包括以需求为导向的专栏选题、特色鲜 明的专栏观点及基本理念、逻辑缜密的专栏信息组合、以悦读为准绳的专栏表达风格等四 个方面的特色作了详细具体的探讨；第三部分对“投资者日记”内容特色的成因作了深度 剖析，着重从社会环境外因和专栏作者内因两个侧面展开论述；论文最后一部分通过对“投 资者日记”内容特色成功之道的解读，阐明了其对大陆报纸财经专栏的借鉴意义。 本文认为“投资者日记”经过三十年发展，不仅形成了稳定的内容特色，而且达成了 专栏内容与经营目标之间的统一。该专栏在题材、观点、逻辑和表达四方面分别以需求导 向、鲜明个性、丰富信息和悦读体验为主要特色，这四方面特色使专栏达成贴近性与全局 性、实用性与趣味性、专业性与通俗性的统一，进而产生了双维度延伸的读者影响力、不 可替代的差异化竞争力和深入财经业界的社会影响力。 关键字：财经专栏；财经报道；投资者日记；专栏特色 I Abstract In the media industry, content is king. The newspaper columns on business in mainland China, which get booming in recent years, are confronted with the lack of experience, mature operationality and the support from the audience. In order to answer the question that, which kind of column content could help the columns on business get what they lack, this Article takes an unique success column for an example - the Investors Diary , a famous column on business in a Hong Kong newspaper, which has formed its own characteristics. The paper has four parts. The first part accounts for the theoretical value and practical significance of the research topic, concludes the relevant research, and indicates the scope of the study and the main approach to the study. The second part is a comprehensive analysis of the column investors diary, focusing on the column themes, ideas, logic and expression, with the viewpoint that the four facts respectively concentrate on audience’s requirement, distinct personality, wealth of informat