全媒体时代提升科技期刊品牌影响力策略研究

Strategies of promoting scientific journals' brand influences in the omni-media era

【目的】分析和总结全媒体时代提升科技期刊品牌影响力策略。【方法】以优秀的科技期刊为例,结合理论探索,分析全媒体时代如何提升科技期刊的品牌影响力。【结果】全媒体时代,期刊可通过内容提升、借助大众媒体、微信公众号以及组织专业特点鲜明的特色文化活动等措施,提升品牌影响力。【结论】中国科技期刊应根据自身条件,学习精品科技期刊的品牌意识及建设方法,培养期刊的品牌价值,提升期刊品牌影响力。

[Purposes] This papers aims to analyze and sum up the strategies to promote scientific journals＇ brand influence in the omni-media era. [Methods] Taking the outstanding scientific journals＇ practices for example and combining theory exploration, this paper conducted an explicit analysis regarding how to promote the scientific journals＇ brand influence in the omni-media era. [ Findings ] Journals could realize this aim in terms of improving the content quality and meanwhile, taking advantage of public media, Wechat platform as well as cultural displays and activities with distinct academic characteristics. [Conclusions ] Scientific journals in China are supposed to learn from the outstanding journals＇ brand awareness and brand promoting methods to foster their own brand values and promote the brand influences.