中国期刊业品牌战略之探析

On the Brand Strategy of Chinese Journal Industry

新世纪以来,伴随着改革开放的步伐,中国期刊业步入品牌探索期或品牌竞争期,品牌战略成为期刊生存与发展的重要指导思想和手段。期刊业推行品牌战略,既有市场经济环境下文化体制改革的社会背景,也有期刊业自身的生存原因。把期刊业看作一个开放的生态系统,则品牌战略就是期刊寻求合适生态位的过程。品牌战略主要体现为品牌定位、品牌核心价值的形成、品牌经营和品牌延展等策略。

Since the arrival of the new century, Chinese journal industry is getting into the period of brand exploration or brand competition. Brand strategy becomes an important guideline and the means for the survival and development of journals. The implementation of brand strategy in journal industry has its social backgrounds of the cultural system reform in the circumstances of market economy and its own need for survival. Comparing journal industry to an open ecosystem, brand strategy is the process of the jou...