实施品牌战略是学报生存发展的根本出路——学报品牌战略研究述评

The Implementation of Brand Strategy is the Fundamental Way of Journal Survival and Development: Review of Journal Brand Strategy Research

在全国学术期刊"转企改制"的迅猛推进中,学报的竞争已经转化为品牌的竞争。只有实施品牌战略,学报才能做强做大,突破困境,在激烈的竞争中立于不败之地。围绕学报品牌的内涵、发展战略和研究进展,品牌学报的栏目策划、基本特征和编辑素质,以及学报实施品牌战略的作用和途径等问题,学界、业界作了深入的研究,并取得了一批有价值的理论成果。

In the nationwide movement of restructuring academic journals to enterprises, the competition of university journals has transformed into brand competition. Only the implementation of brand strategy can insure a journal become bigger and stronger, break through the current predicaments, and be invincible in the fierce competition. Issues such as the connotation of the journal brand, development strategy and research progress, journal brand column planning, basic characteristics and the quality of editing, and the function and way of.implementation of brand strategy, etc. , have been discussed and researched in the academic journal circles, with a number of valuable theoretical results.