摘要：

【目的】 响应国家“深化改革,培育世界一流科技期刊”总体部署,探讨科技期刊抓住市场化机遇提升品牌影响力的对策建议。【方法】 以陕西省为中观尺度代表,通过问卷调查与内容分析,分别从主观与客观两个维度考察陕西省科技期刊品牌影响力现状。【结果】 主观指标调查结果反映了陕西省科技期刊品牌影响力的两极分化态势,核心用户层认知度、满意度和忠诚度稳固,但内外断层明显;客观指标分析则印证了陕西省科技期刊“大而不强”的局面,发展良好期刊不少,但缺乏顶尖期刊。【结论】 结合调查结果,从品牌传播力、品牌说服力、品牌特色度和品牌公信力四个维度,构建一套科技期刊品牌影响力提升策略框架,该框架是包括全媒体矩阵构建、分众化传播、品牌期刊塑造以及热点事件参与在内的一系列关联方案。

关键词: 认知度, 满意度, 忠诚度, 品牌传播力, 品牌说服力, 品牌特色度, 品牌公信力

Abstract:

[Purposes] In response to the national overall deployment of "deepening reforms and cultivating world-class scientific journals", this paper explores the ways for scientific journals to seize market-oriented opportunities to increase brand influence. [Methods] Taking Shaanxi Province as the meso-scale representative, through the questionnaire surveys and content analysis, the current status of brand influence of scientific journals in Shaanxi Province was investigated from the subjective and objective dimensions. [Findings] The results of subjective index survey reflect the polarization of brand influence of scientific journals in Shaanxi Province. The core user layer has solid recognition, satisfaction, and loyalty for scientific journals in Shaanxi Province, but the internal and external faults are obvious. The analysis of objective indicators confirms the "big but not strong" situation of Shaanxi scientific journals. There are many well-developed journals, but the top journals are lacking. [Conclusions] Based on the survey results, a strategic framework for improving the brand influence of scientific journals is constructed from the four dimensions of brand communication, brand persuasion, brand characteristics, and brand credibility. This framework includes a series of association schemes: construction of all-media matrix, decentralized communication, brand journal creation, and priority participation in hot events.

Key words: Recognition, Satisfaction, Loyalty, Brand communication, Brand persuasion, Brand characteristics, Brand credibility