Abstract:

[Purposes] This paper aims to explore a marketing operation and management mode of small-scale medical journal groups and provide practical references for marketing management of medical journals. [Methods] This paper took three gastroenterology journals in the Journal Publishing Center of the Sixth Affiliated Hospital, Sun Yat-sen University as the research objects, including Chinese Journal of Gastrointestinal Surgery, Gastroenterology Report, and Chinese Journal of Inflammatory Bowel Diseases. Meanwhile, it adopted case analysis to summarize the measures and results of corporation system reform based on intensive administration and marketing management. [Findings] The Journal Publishing Center possesses autonomy both in personnel administration power and management rights by establishing corporate governance structure responsible for its profits or losses, setting up the business department to separate editing from management, and initiating self-recruitment based on personnel allocation standards. Additionally, this center constructs sharing mechanisms of academic resources and strengthens the personnel training system to ensure the academic improvement and brand building of the journal, and formulates a set of goal-oriented performance appraisal plans to enhance the subjective initiative and creativity of all the staffs. Under the two-wheel drive of business pressure and motivation and the institutional guarantee of corporate governance structure, it yielded remarkable results in operation and management, academic improvement, marketing management, and brand building. [Conclusions] Modern enterprise system-based intensive administration and marketing management are inevitable pathways to achieve sustainable development of medical journals. By cultivating the business philosophy and brand awareness, and striving to expand marketing management based on high-quality journal contents and academic resources, medical journals can get rid of the long-term dependence on administrative expenses and realize independent management and even profitability.

Key words: Medical journal, Marketing management, Intensive administration, Corporate governance structure

摘要：

【目的】 探索小型医学期刊集群的市场化运营管理模式,为医学期刊的市场经营提供实践参考。【方法】 应用案例分析法,以中山大学附属第六医院期刊中心(辖《中华胃肠外科杂志》《胃肠病学报道(英文)》《中华炎性肠病杂志》3种胃肠病学期刊)为研究对象,对其基于集约化管理和市场化经营的公司制改革的举措和成效进行整理和分析。【结果】 公司制改革通过建立法人治理结构走向自负盈亏、设立经营部完成编营分离、设置人员配额标准开启自主招聘,从而实现人事自主权和经营自主权;通过构建学术共享机制和健全人才培养体系保障期刊学术提升和品牌建设;通过制定目标导向的绩效分配方案来激励员工的主观能动性和工作创造力。在经营压力和经营动力的双轮驱动及法人治理结构的制度保障下,期刊中心在运营管理、学术提升、市场经营、品牌建设4个方面均取得显著成效。【结论】 现代企业制度保障下的集约化发展和市场化经营是医学期刊实现可持续发展的必由之路。积极培育经营理念和品牌意识,围绕期刊优质内容和学术资源努力开拓市场经营模式,医学期刊是有可能摆脱对行政经费的长期依赖、实现自主经营甚至盈利的。

关键词: 医学期刊, 市场化经营, 集约化管理, 法人治理结构