Abstract:

[Purposes] This paper analyzes the brand culture construction strategy of IEEE Xplore scientific journal publishing platform and provides references for the brand culture construction of scientific journals in China. [Methods] Using case analysis, comparative analysis, and summary method, this paper studied the current and overall situation of the brand culture construction path of IEEE Xplore scientific journal publishing platform. [Findings] The brand culture construction strategy of IEEE Xplore scientific journal publishing platform mainly includes strengthening the sense of mission; formulating medium and long-term strategic planning; attaching importance to the early cultivation of young scientists and expert guidance; promoting the construction of academic ethics, diversity, and inclusiveness; building a sense of technological ceremony, value, and honor; enhancing industry irreplaceability, and strengthening humanistic care. [Conclusions] It is suggested that domestic journal digital publishing platforms should clarify their mission and vision and actively layout medium and long-term strategic planning; widely disseminate effective related nodes, and attach importance to the early cultivation system of scientists; closely link experts, media, and audiences so as to form a closed-loop brand promotion mode of "expert—journal articles—media/audience—audience/media—expert" and play the leading role of experts; enhance the brand culture of scientific journals from multiple perspectives such as academic ethics, diversity, inclusiveness, technological ceremony, value and honor, service ability, and humanistic care in order to enhance the irreplaceability.

Key words: Journal platform, Brand culture, Moral ethics, Inclusiveness, Humanistic care, IEEE Xplore

摘要：

【目的】 分析IEEE Xplore科技期刊出版平台品牌文化建设策略,为我国科技期刊品牌文化建设提供参考。【方法】 利用案例分析法、对比分析法和归纳总结法,研究IEEE Xplore科技期刊出版平台品牌文化建设现状和整体情况。【结果】 IEEE Xplore科技期刊出版平台的品牌文化建设策略主要包括强化使命感,制定中长期战略规划,重视青年科学家早期培养与专家引领,推动学术伦理与多样性、包容性建设,构建科技仪式感、价值感和荣誉感,提升行业不可替代性并加强人文关怀等。【结论】 建议国内期刊数字出版平台明确使命和愿景,积极布局中长期战略规划;广布有效关联节点,重视科学家早期培养体系;紧密连接专家、媒体和受众,形成“专家—期刊文章—媒体/受众—受众/媒体—专家”的闭环品牌宣传模式,发挥专家引领作用;从学术伦理规范、多样性、包容性、科技仪式感、价值感和荣誉感、服务能力、人文关怀等方面多方位提升科技期刊的品牌文化价值,增强不可替代性。

关键词: 期刊平台, 品牌文化, 道德伦理, 包容性, 人文关怀, IEEE Xplore