品牌延伸“小舢板”期刊也可为——以《中学数学教学参考》为例

Brand Extension Is also Feasible for “Dinghy” Journals:A Case Study of Maths Teaching In Middle School

通过对中学数学教学类期刊《中学数学教学参考》品牌延伸产品的梳理,说明品牌延伸对其期刊品牌的壮大和"双效"的巨大影响,进而说明品牌延伸是期刊做强的必然选择。同时也得到品牌延伸不是"期刊航母"的专利,"小舢板"期刊也可为的启示,并借以促使更多科技期刊对期刊延伸产品的重视与开发。

By analyzing brand extension products of the journal Maths Teaching In Middle School,this paper demonstrates the significant influence of brand extension on the expansion of journal brand and its“double effect”. It further explains that brand extension is an inevitable choice for journals,which not only include“flagship”journals,but also contain“dinghy”ones. In the end,the authors urged more scientific journals to attach more attention on the development of their brand exten-sion products.