摘要：

【目的】分析和讨论科普期刊转型发展的方向。【方法】以优秀的科普期刊为例,结合理论分析,探究科普期刊内容产品化和全品牌运营的措施与成效。【结果】科普期刊在坚持“内容为王”的前提下,打造新媒体平台,将纸刊和新媒体内容产品化,抓住知识付费机遇,扩展增值服务,提升科普期刊的社会效益和经济效益。【结论】科普期刊要立足自身内容建设,通过内容产品化和全品牌运营寻求转型发展出路。

关键词: 科普期刊, 品牌影响力, 内容产品化, 全品牌运营, 知识付费, 增值服务

Abstract:

[Purposes] This paper aims to analyze the direction for the transformation and development of popular science journals. [Methods] Taking excellent popular science journals as examples, we combined with theoretical exploration to explore the measures and effectiveness of content productization and total branding operation of popular science journals.[Findings] Under the premise of insisting that content is king, popular science journals build the new media platform, productize the content of print publications and new media, seize the opportunity of knowledge payment, expand value-added services, and promote the social and economic benefits of popular science journals. [Conclusions] Popular science journals should build on their own content and seek for transformation and development through content productization and total branding operation.

Key words: Popular science journal, Brand influence, Content productization, Total branding operation, Knowledge payment, Value-added service