科技期刊全媒体出版立体化营销的战略思考

Strategic thinking on all-media publication and all-round marketing of sci-tech journals

数字出版的本质是出版内容资源的数字化。数字出版的优势和市场的发展必将使传统出版引致跨媒体出版,而后至全媒体出版立体化营销。全媒体出版的含义在于以经济的眼光看待不同媒体间的综合运用,以求最小投入、最优传播、最大收益,显然,它不是指同一内容资源在不同媒体间的翻版出版,而是针对不同媒体的特点进行了适应性的编辑加工。立体化营销从空间的角度考虑对全媒体出版产品的全方位整合营销。全媒体出版的"全"并非仅指媒体类型要全盘考虑,还指同一媒体不同形式的产品也要全盘考虑。不同媒体各有特点,各有所长,科技期刊的全媒体出版必须努力使不同媒体的优势互补,达到最小成本、最佳表现、最大效益。人民卫生出版社的数字出版整体规划经验可资参考。学术类、技术类、科普类的全媒体战略应各有不同,要各取所需。Springer以及《金属加工》《中国家庭医生》等的探索与实践可资借鉴。

The essence of digital publication is the digitalization of publishing content resources. The advantage of digital publication and the development of market will lead the traditional publication to cross-media publication, and to all-media publication and allround marketing. All-media publication treats different types of media economically, aiming to invest least money while harvest most benefits and optimized communication. Evidently, it is not a copy of. paper contents in different media but a modified version based on different features of each media. All-round marketing refers to integrated marketing of all-media products from all aspects. ＂All＂ not only represents all media types but also all types of products under the same media. Each type of media has its own advantages, therefore mutual supplement is expected in all-media strategy of sci-tech journal as to reach the goal of all-media. The digital publishing experience of People＇s Medical Publishing House can be referred. Academic, technical, and popular science journals should set out different all-media strategies. Springer, Metal Working, and Family Doctor are successful models.