中国科技期刊研究 ›› 2016, Vol. 27 ›› Issue (10): 1113-1119.doi: 10.11946/cjstp.201605170414

• 能力建设 • 上一篇    

创新思维助力科普期刊的策划与营销——以《我是歌手》的成功为鉴

盛杰,崔金贵,赵俊杰   

  1. 江苏大学杂志社,江苏省镇江市梦溪园巷30号 212003
  • 收稿日期:2016-05-17 修回日期:2016-09-20 出版日期:2016-10-15 发布日期:2016-10-15
  • 作者简介:盛 杰(ORCID:0000-0002-0910-3802),博士,编辑,E-mail: shengjie686@sina.com|崔金贵,博士,副教授|赵俊杰,硕士,讲师。
  • 基金资助:
    江苏省科技期刊研究基金项目(JSRFSTP2015B08);江苏省科技期刊研究基金项目(JSRFSTP2015C13)

Innovative thinking of planning and marketing of popular science journals:taking the success of I Am a Singer as an exam ple

SHENG Jie,CUI Jingui,ZHAO Junjie   

  1. Magazine of Jiangsu University,30 Mengxiyuan Lane,Zhenjiang 212003,China
  • Received:2016-05-17 Revised:2016-09-20 Online:2016-10-15 Published:2016-10-15

摘要:

【目的】探寻科普期刊策划与营销的新路径,为提高科普期刊的传播影响力助力。【方法】首先阐明我国科普期刊的发展现状及存在问题,在此基础上以湖南卫视《我是歌手》节目的运营模式为借鉴对象,提炼其在传播学通性方面的创新理念,并结合科普期刊特点,加以对比分析,形成适合科普期刊发展的策划与营销思路。【结果】在找准科普期刊市场定位点的基础上,通过加强采编队伍建设,形成期刊核心竞争力;充分利用新媒体资源扩大科普期刊的盈利空间,实现效益最大化;同时,要注重期刊品牌建设,以品牌为中心延伸服务范围,扩大期刊影响力。【结论】吸收各类文化产品在策划和运营方面的成功经验,可为科普期刊的发展提供有价值的借鉴。

关键词: 科普期刊, 策划与营销, 《我是歌手》, 新媒体, 文化产品

Abstract:

[Purposes] This paper aims to explore new methods for planning and marketing of popular science journals and enhance their influence in spreading and operation.[Methods] Firstly,the present developing situation of popular science journals was analyzed,and then the innovative ideas of I Am a Singer from the communication perspective was summarized.A comparison between I Am a Singer and popular science journals was performed at last,while the new marketing plans were generated.[Findings] On the basis of precise market positioning,the journal should firstly strengthen the team and get the core competitiveness and then utilize new media to expand profit space.Furthermore,pay more attention to the brand building and enlarge the scope of services.[Conclusions] It can be taken as references for the development of popular science journals by absorbing the successful experience of the similar cultural products.

Key words: Popular sciencemagazine, Planning and marketing, IAm a Singer, New media, Cultural product