高校学报名刊“市场性”的理性解读

Rational Understanding of the First-Class University Transaction's Marketability

对名刊工程"市场性"的不同理解会影响到名刊工程的建设方向和其示范效应。要理性解读学报名刊"市场性",就应在理清品牌、品牌期刊与学报名刊区别的基础上,把握学报名刊最本质的特点;片面将学报名刊的"市场性"与"学术性"相提并论是对学报名刊特性的严重误读;但因强调其学术性而排斥其市场性也有失偏颇。学报特别是名刊的策划、管理、推广等均应借用市场元素,"弱市场性"或"准市场性"应是学报必须具备的特性。

Different understandings of the marketability of 'the First-Class Scholarly Journal Project' will affect the construction direction and the demonstration effect.To comprehend it better,we should grasp the essential characteristics of the first-class transaction based on the distinction between 'brand','brand periodical' and the first-class transaction.It is a serious misunderstanding of the peculiarity of the transaction to place the marketability and the technicality' of the first-class transaction unilaterally on a bar.It is beneath our impartiality to emphasize its technicality by excluding its marketability.The mastermind,management and generalization of the first-class transaction should make use of market factors and it is essential to possess peculiarity of both infirm marketability and semi-marketability.