摘要：

目的 探讨读者的心理需求及其对科技期刊发展的影响,以期为科技期刊如何在当前激烈的媒介市场竞争中取得优势地位提供借鉴。方法 选取《中国知网》近两年收录的科技期刊所有文献被读者引用和下载最多的文献为研究对象,从读者的心理需求角度对文献进行归类和分析。结果 读者的心理需求主要集中在科技期刊传播过程中的创新性、互动性、专业可读性、认同性,并且读者的四个主要心理需求对科技期刊在内容创新、网络化建设以及品牌营销等方面产生积极的影响。结论 科技期刊需满足读者不断提升的阅读需求,对科技期刊的传播内容、传播形式以及经营策略不断创新。

关键词: 科技期刊, 读者心理需求, 读者定位, 科技期刊创新

Abstract:

[Purpose] To provide reference for scientific and technological periodical to obtain dom inant position in fierce competition of the currentmedia market,the psychological demand of readers and their impact on development of scientific and technological periodicalwere explored.[Methodology] In this paper,themost quoted and downloaded literatures were selected as the object of study,which is from all literatures of scientific and technological periodical in nearly two years of“China National Know ledge Infrastructure”,and the literatures were classified and analyzed from the point of view of readers'psychological demand.[Findings] The results show that the focus of readers'psychological demand is mainly put on innovation,interaction,professional readability and identity of the dissem ination of scientific and technological periodical,and that these four aspects have a positive impact on content innovation,network construction and brand marketing for scientific and technological periodicals.[Conclusion] This research contributes to scientific and technological periodicalmeeting the rising reading needs,and can provide reference for the content and form of periodical's dissemination and the innovation ofmanagement strategy.

Key words: Scientific and technological periodical, Psychological demand of readers, Orientation of readers, Innovation of scientific and technological periodical