品牌个性:高校学报战略发展的策略与路径

Brand Personality:The Path of Strategic Development for University Journals

学报品牌个性作为学报品牌价值的核心,它是被人为赋予品牌并且适合于描述该品牌的一组人类个性的特征或特质。高校学报品牌个性塑造增大了高校学报的学术张力,提升了高校学报的品牌价值,突破了高校学报的发展困境。塑造高校学报品牌个性的途径有:科学定位品牌,抢占目标受众的心智资源;个性化设计品牌,增强高校学报感染力;整合营销传播,强化学报品牌个性;加大内涵建设,实行品牌个性创新。

In recent years,national macroscopical policies support university journals to take a characteristic way,and shaping the journal brand is the mainstream path of reform for university journals.However the current academic researches are limited to journal brand so that hardly any papers analyse the brand personality of university journals from the perspective of marketing and consumer psychology.As the core of brand value,the brand personality of university journals is artificially given by human,and it is a group of human personality characteristics or qualities that is suitable for describing the journal brand.Shaping the brand personality of university journals is not only an important way to enhance the brand value of university journals,but also the breakthrough on the improvement of the journals＇current dilemma.This study puts forward the following paths to shape brand personality of university journals.Position the brand of the university journals scientifically to seize the target audience＇mental resources;design personalized brand for university journals to enhance its visual appeal;use integrated marketing brand communication to constantly strengthen the brand personality of university journals;and implement brand innovation to inject fresh blood into the university journals.