摘要：

【目的】 识别一流学术期刊品牌经营的关键影响因素,为我国出版机构制定期刊品牌经营管理框架和实施路径提供参考。【方法】 采用活动理论及文献整理、案例分析、专家调查等方法,从6个维度对学术期刊品牌经营的影响因素进行集成萃取,利用DEMATEL方法分析各要素之间的相互作用关系,识别原因、结果、基础和关键影响因素。【结果】 期刊品牌政策、期刊品牌战略、评价体系、价值共创者角色、品牌化意识、主编领导作用、人员合作、机构合作、营销素养、编辑素养为学术期刊品牌经营的10个关键影响因素。【结论】 起源型、转换型和传递型等不同类型的关键影响因素,对学术期刊品牌经营水平的提升发挥着不同的作用。

关键词: 一流学术期刊, 品牌经营, 活动理论, DEMATEL, 影响因素

Abstract:

[Purposes] This paper intends to identify the key factors influencing the brand building and market operation of top academic journals, which is expected to serve as a reference for journal publishers in China to formulate brand management framework and implementation method. [Methods] On the basis of activity theory, factors influencing the brand management of academic journals were extracted from six dimensions through literature analysis, case analysis, and expert investigation. DEMATEL method was employed to analyze the interaction among the factors and identify the cause, effect, basic, and key influencing factors. [Findings] Ten influencing factors were identified: journal brand policy, journal brand strategy, evaluation system, role of value co-creator, brand awareness, leading role of editor-in-chief, personnel cooperation, institution cooperation, marketing competence, and editor competence. [Conclusions] The ten key influencing factors, which are classified into the origin factors, conversion factors, and transmission factors, have disproportional functions in brand management of academic journals.

Key words: Top academic journal, Brand management, Activity theory, DEMATEL, Influencing factor