综合性学术期刊的品牌建设策略思考——以《中国人口·资源与环境》期刊为例

Brand Building Strategies for Comprehensive Academic Journals

以《中国人口·资源与环境》期刊为案例,分析和总结综合性学术期刊的品牌树立和影响力提升的策略,主要包括六个方面:通过差异化定位,确立生存空间;根据期刊定位,找到适宜的栏目设计思路;挖掘期刊历史,面向现实,凝聚和提炼自己的品牌标志;从稿源控制、匿名外审制度、编辑能力建设等环节入手,提升期刊质量;引入外部权威,提升期刊品牌影响;积极与学术评价机构互动,争取公正评价,维护品牌形象。

Taking the brand building experience of China Population ＊ Resources and Environment as an example, the paper analyzes and summarizes the strategies in branding building for comprehensive academic journals, mainly including： to look for survival space through the differentiated positioning; to find an appropriate column design approach based on the positioning; to condense and refine the brand-mark; to improve the journal quality by controlling the contribution sources, establishing and perfecting the anonymous review system; building editor＇s capacity in academic identification and communication; to improve the periodical brand influence through introducing external authority; to fight for justice, and maintain the brand image through active interaction with academic evaluation organizations.