摘要：

【目的】 在全球科技期刊数字化发展迅猛的背景下,理性探析科学系统的全媒体数字化品牌推广策略。【方法】 主要采用文献法与逻辑推理法,从深度和广度分析科技期刊数字化经营策略。通过数字化品牌推广图析,提出品牌推广建议。【结果】 科技期刊要注重前期数据调研与平台构建,如客户需求调研、市场分析、平台建设构析、人才培养建设;利用邮件、网站、社交平台及其他方式进行推广,包括使用付费渠道、自有渠道及获得渠道三种类型;及时总结后期数据,包括确定重要作者群并提供重点支持,关注有创意的数字内容,了解各社交网络特点及对刊物的影响,对新型网络平台和社区采取开放和包容态度;注重服务与提升,如组织资深专家、优秀作者进行线上宣传活动,线上、线下作者培训,利用品牌魅力吸引读者,鼓励发表文评,聘请专家推荐优秀论文单。【结论】 从科学系统的角度进行期刊的数字化品牌推广,可提升我国科技期刊国际影响力,实现其更好地为读者服务的目的。

关键词: 品牌推广, 数字化, 用户行为分析, 社交媒体

Abstract:

[Purposes] The aim of this study is to make a rational analysis of the scientific and systematic omnimedia digitalization brand promotion strategies under the background of the rapid development of the digitalization of global scientific journals. [Methods] Using literature review and logical methods, the present paper analyzed the digitalization management strategies of scientific journals from the depth and breadth. Through the analysis of the digitalization brand promotion map, some suggestions were put forward. [Findings] Scientific journals should pay attention to the preliminary data research and platform construction, including customer demand research, market analysis, platform construction analysis, and personnel training construction; pay attention to the multi-means promotion, including via e-mails, websites, and social platforms, in which three types of channels are included, i.e., paid channels, owned channels, and earned channels; pay attention to the data summary in the later stage, including identifying and supporting key authors, focusing on creative digital contents, understanding the characteristics of social networks and their impact on publications, and viewing new platforms and communities with open attitudes; and focus on service and promotion, such as organizing senior experts and excellent authors to carry out online publicity activities, supplying online and offline author training, using brand charm to attract readers and encourage publication of reviews, and supplying excellent papers recommended by experts. [Conclusions] The promotion of digitalization brand of journals is developed from the scientific and systematic perspective, which can enhance the international influence of Chinese scientific journals, achieving the purpose of serving readers better.

Key words: Brand promotion, Digitalization, User behavior analysis, Social media