摘要：

【目的】探索全方位、全流程、全媒体的整体策划方法和途径,以期对提升科技期刊的社会效益和经济效益有所借鉴和启示。【方法】以《药学进展》办刊实践为例,介绍其在品牌策划、选题策划、组稿策划、栏目策划、活动策划、宣传策划六方面开展整体策划的方法与实施成果。【结果】《药学进展》进行内容丰富、形式多样的整体策划,对于进一步明确定位、发挥特色、增强总体水平及提升品牌竞争力发挥了非常重要的促进作用。【结论】科技期刊的整体策划是创新办刊理念、突出刊物特色、增强品牌影响力的有效方法。

关键词: 科技期刊, 整体策划, 特色品牌, 内容为王, 媒体融合

Abstract:

[Purposes] The purpose of this paper is to explore methods and approaches of overall planning,including full-aspect planning,whole process planning and multi-media planning.It also aims at providing references and revelation for enhancing the social benefit and the econom ic benefit of scientific journals.[Methods] Taking Progress in Pharmaceutical Sciences as an example,the methods and achievements of overall planning were introduced from six aspects：brand planning,selected topics planning,soliciting contributions planning,columns planning,event planning and promotion planning.[Findings] For the overall planning of rich contents and diverse forms of Progress in Pharmaceutical Sciences,it plays an important role in clarify positioning,playing the characteristics,enhancing the overall level and the competitiveness of the brand.[Conclusions] The overall planning of scientific journals is an effective approach to innovate ideas,highlight characteristics and enhance the influence of the journal.

Key words: Scientific journal, Overall planning, Characteristic brand, Content first, Media integration