中国科技期刊研究 ›› 2015, Vol. 26 ›› Issue (7): 722-726. doi: 10.11946/cjstp.201501270111

• 数字出版 • 上一篇    下一篇

科普期刊数字出版困局及突破路径

王炎龙,李开灿()   

  1. 四川大学文学与新闻学院,四川省成都市武侯区望江路29号 610064
  • 收稿日期:2015-01-27 修回日期:2015-05-21 出版日期:2015-07-15 发布日期:2015-07-15
  • 通讯作者: 李开灿 E-mail:1169889797@qq.com
  • 作者简介:王炎龙(ORCID:0000-0001-5644-0302),副教授,E-mail: 375634379@qq.com

The digital publishing dilemma and breakthrough of popular science journals

WANG Yanlong,LI Kaican()   

  1. The College of Literature and Journalism of Sichuan University,29Wangjiang Road,Chengdu,Sichuan 610064,China
  • Received:2015-01-27 Revised:2015-05-21 Online:2015-07-15 Published:2015-07-15
  • Contact: LI Kaican E-mail:1169889797@qq.com

摘要:

【目的】寻求科普期刊数字出版陷入困局的原因,探索其突破困局的路径。【方法】以具体的案例和数据切入,从科普期刊自身的视角出发分析其陷入困局的原因并提出突破困局的路径。【结果】阅读碎片化和富媒体化下的读者群萎缩,固守公益思维造成的市场营销脱节及营收途径单一导致的盈利能力低下是科普期刊数字出版陷入困局的原因。【结论】出版简练的手机富媒体科普期刊,进行精准而又独特的微媒体营销及拓展数字资源的低成本多维营收途径是科普期刊数字出版良性发展的路径。

关键词: 科普期刊, 数字出版, 出版困局, 突破路径

Abstract:

[Purposes] This paper aims at seeking for the reason why popular science journals get into the digital publishing dilemma and exploring their breakthrough.[Methods] This paper explained the topic w ith specific cases and data from popular science journals to analyze the reason causing the dilemma and put forward the breakthrough path.[Findings] The reading habit,which gets fragmented and multimedia,makes readers atrophic.Sticking to the“public interest” thinking mode leads to the lack of marketing.Thus,the single way to get revenue,which leads to the low profitability,finally makes the popular science journals’digital publishing get into the dilemma.[Conclusions] Publishing concise multimedia popular science journals on the phone,carrying out accurate and particularmarketing viam icro-media and expanding the low-cost and multidimensional way to get revenue are the benign developing path for the popular science journals’digital publishing.

Key words: Popular science journals, Digital publishing, Publishing dilemma, Breakthrough