中国科技期刊研究 ›› 2016, Vol. 27 ›› Issue (11): 1121-1127. doi: 10.11946/cjstp.201607290678

• 论 坛 •    下一篇

行业科技期刊定价策略及其分析

彭利平   

  1. 长沙汽车电器杂志社有限公司,湖南省长沙经济技术开发区盼盼路29号 410100
  • 收稿日期:2016-07-29 修回日期:2016-11-11 出版日期:2016-11-15 发布日期:2016-11-15

Pricing strategy and analysis of professional scientific journals

PENG Liping   

  1. Changsha Auto Electric Parts Magazine Agency Co.,Ltd., 29 Panpan Road, Changsha National Economic Technical Development Zone, Changsha 410100, China
  • Received:2016-07-29 Revised:2016-11-11 Online:2016-11-15 Published:2016-11-15

摘要: 【目的】基于发行和广告收入逐步减少的现状以及期刊定价偏低的观点,探讨行业科技期刊适度提高定价的必要性与可行性。【方法】列举大量期刊发行量逐年下降、广告不断减少而造成期刊社收入锐减的事例,分析中国邮政报刊订阅网中机械和交通两大类共计280余种期刊的定价,比照电子版期刊的定价。【结果】行业科技期刊应遵循商品的价值属性及按价值定价的理念,可采取适度提价策略;统计表明机械和交通两大类中7%的期刊采取了30元以上的定价。【结论】行业科技期刊出版工作者应顺应形势变化,转变经营观念,在坚持为行业发展服务、不断提高期刊品质的前提下,对于价值较大而定价较低的期刊,从经营的角度,可采取适度提高期刊定价的策略,以彰显行业科技期刊的品质价值以及在行业中的地位,用实力确保期刊的持续发展。

Abstract: [Purposes] The necessity and feasibility of increasing the price of professional scientific journals are studied based on the status of the gradual reduction of the revenue caused by the circulation losing, advertisement dropping off and low pricing.[Methods] The case studies of sharp reduction of the revenue caused by the circulation losing and advertisement dropping off in many professional scientific journals were listed. The pricing of about 280 kinds of machinery and transportation scientific journals subscribed by China Post and compared with the pricing of the electronic versions of the periodicals were outlined.[Findings] The commodity property of value and ideas of pricing according to the true value of professional scientific journals must be followed to adopt the moderate price increasing strategy. The statistical data showed that the pricing of more than 30 yuan RMB per copy was used by more than 7% of about 280 kinds of machinery and transportation scientific journals.[Conclusions] The situation change must be complied with by the publishers of professional scientific journals. The ways of management must be changed to adopt the strategy for reasonable price increasing of professional scientific journals to support the better quality and better service and meet the reality to show the quality and values of the professional scientific journals and their roles in the industries and for the sustained development based on the economic power.