中文摘要：
随着我国证券市场的蓬勃发展，引发了投资者对证券财经资讯的渴求以及相关信息源的井喷。而作为证券市场与投资者之间的沟通渠道和最重要的信息中介的证券新闻，对缓解上市公司和中小投资者之间的信息不对称的现象做出了重要贡献。
受众需求影响着新闻的传播效果。在当前媒介融合的时代背景下，报刊证券新闻要取得良好的传播效果，其记者和编辑必须在新闻报道和编辑的过程当中，从内容和形式方面满足受众多元的需求，才能提高报刊证券新闻的竞争力。
本文研究的核心议题是受众需求视阈下的报刊证券新闻研究，也就是从受众需求的角度探讨优化报刊证券新闻报道的内容与形式的具体方法和策略。
本文从受众需求的角度指出了对当下证券报纸的写作和编辑进行提升创新的意义。将受众的需求分为了对信息的需求、对时效的需求、对近的需求和对美的需求这五个方面，指出报刊证券新闻的记者和编辑要在对新闻的内容写作和形式编辑的时候充分考虑受众的这些需求。最重要的是，本文通过实证分析得出当前我国报刊证券新闻报道内容对受众需求满足的现状。由于我国证券市场发端于20世纪90年代，迄今仅有22年，尚显年轻。因此，作为伴随证券市场应运而生的证券报道也并不十分成熟，存在着不少的缺失和不足：一、重表面轻深度；二、报道内容缺乏服务性；三、缺乏故事化的叙述和表达；四、报道版面的视觉冲击力不强。这些让专业性较强的证券报道脱离了普通受众的需求。
因此，文章针对现状分析的结果，从受众需求的角度着重思考并指出了从深度、“温度”和视觉冲击力度三个方面，从内容和形式上对报刊证券新闻进行优化，以提高报刊证券新闻报道的服务性和可读性。这对于进一步推动我国今后报刊证券新闻报道的发展有着重要的意义。
英文摘要：
The rise and development of stock market in China,drastically raise the needs andresources of finance information as a for sure consequence. Nowadays, stock news report isnot only a communication channel between investors and stock market, but also the mostimportant information intermediary, which has contributed to reducing the informationasymmetry between corporations and investors.
The demand of audience has strong influence on the disseminating effect. Currently,under the trend of media convergence, stock news report reporter and editor are the mostimportant parts in8h publishing. Only on the meeting with the demand of audience can stocknews report better achieve its spreading effect and enhance its competitiveness.
The core subject of this paper is research on the stock news reports under the view of thedemand of audience. In detail, it is talk about how to optimize content and form of stock newsreport from the perspective of the demand of audience.
This essay point out the consequences of audience—oriented Securities Journal newwriting and editing. In this paper，the need of the audience is divided into five aspects，including the need for information，for trueness，for timeliness，for beauty and for closeness.Such demand of the audience must be took into consideration when writing and editing ofreports.
Most importantly，this essay explain the present situation of stock news report how tomeet the demand of audience based on empirical analysis. The Chinese stock news report，asubsidiary product of Chinese stock market, shows its shortcomings and weak points asfollows due to young history of twenty-two years.1. The authoritative news media with thepriority to release information but lack of depth.2. The contents of the reports can’t providerelative service to satisfy the audiences.3. The narrative way of the reports do not use WallStreet Journal Formula.4. The newspaper layout and design lack of visual impact. All ofabove show that the professional stock news reports keep a distance from the popularaudience by the overrun of “Professionalism”.
Finally, the paper consider and point out the ways to optimize the contents and forms ofthe stock news report from the perspective of the demand of audience based on empiricalanalysis, to improve its practicability and readability. It has important significance for the future development of the Chinese stock news reports.
