中国科技期刊研究 ›› 2016, Vol. 27 ›› Issue (12): 1328-1333. doi: 10.11946/cjstp.201609070778

• 能力建设 • 上一篇    下一篇

全媒体时代提升科技期刊品牌影响力策略研究

俞敏,刘德生()   

  1. 北京航空航天大学,北京市海淀区学院路37号 100083
  • 收稿日期:2016-09-17 修回日期:2016-11-24 出版日期:2016-12-15 发布日期:2016-12-15
  • 通讯作者: 刘德生 E-mail:liudesheng@buaa.edu.cn
  • 作者简介:俞 敏(ORCID:0000-0002-5885-2914),硕士,编审,北航文化传媒集团总助,《航空知识》《航空学报》副社长,E-mail: yumin@buaa.edu.cn
  • 基金资助:
    中国科技期刊国际影响力提升计划;财政部文化产业发展专项资金“基于移动终端的多媒体出版平台建设”

Strategies of promoting scientific journals'brand influences in the omni-media era

min YU,Desheng LIU()   

  1. Cultural Media Group, Beihang University, 37 Xueyuan Road, Haidian District, Beijing 100083, China
  • Received:2016-09-17 Revised:2016-11-24 Online:2016-12-15 Published:2016-12-15
  • Contact: Desheng LIU E-mail:liudesheng@buaa.edu.cn

摘要:

【目的】分析和总结全媒体时代提升科技期刊品牌影响力策略。【方法】以优秀的科技期刊为例,结合理论探索,分析全媒体时代如何提升科技期刊的品牌影响力。【结果】全媒体时代,期刊可通过内容提升、借助大众媒体、微信公众号以及组织专业特点鲜明的特色文化活动等措施,提升品牌影响力。【结论】中国科技期刊应根据自身条件,学习精品科技期刊的品牌意识及建设方法,培养期刊的品牌价值,提升期刊品牌影响力。

关键词: 科技期刊, 品牌影响力, 品牌营销, 内容, 大众媒体, 微信公众号

Abstract:

[Purposes] This papers aims to analyze and sum up the strategies to promote scientific journals'brand influence in the omni-media era.[Methods] Taking the outstanding scientific journals'practices for example and combining theory exploration,this paper conducted an explicit analysis regarding how to promote the scientific journals'brand influence in the omni-media era.[Findings] Journals could realize this aimin terms of improving the content quality and meanwhile,taking advantage of public media,Wechat platform as well as cultural displays and activities w ith distinct academic characteristics.[Conclusions] Scientific journals in China are supposed to learn from the outstanding journals'brand awareness and brand promoting methods to foster their own brand values and promote the brand influences.

Key words: Scientific journal, Brand influence, Brand marketing, Content, Public media, Wechat public platform