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