长尾理论与互联网时代科技期刊发展

Long tail theory and scientific journal development in internet era

【目的】探讨长尾理论对数字期刊产品的影响和作用,为科技期刊提供更具有互联网时代意义的定位思路和发展策略。【方法】分析长尾理论作用于科技期刊的条件与效应,探索长尾理论修正期刊评价二八定律的作用,提出重视长尾策略的期刊定位思路,并概括因此带来的启示。【结果】数字化科技期刊具备长尾形成所需要的前提条件;长尾理论对核心期刊、非核心期刊的观念具有修正作用;长尾理论的细分市场思路可以为期刊定位提供导向作用。【结论】长尾理论对科技期刊的发展具有差异化期刊定位、媒体融合和互联网思维、按需出版和服务、营销模式更新等方面的启发。

[Purposes]This study aims to explore the influences of long tail theory on digital periodicals,and provide location ideas and development strategies for scientific journals to better adapt to internet era. [Methods] The author analyzed the conditions and effects of long tail theory on scientific journals,explored the correction role of long tail theory on 80/20 principle for journal evaluation,put forw ard the journal location ideas attaching importance to long tail strategy,and summarized the inspirations.[Findings]Digital scientific journals have the prerequisite for forming long tail. Long tail theory might amend the concepts of core or non-core journals. Journal location could take the niche concept of long tail theory as a guide. [Conclusions] Long tail theory gives some enlightenments,including differential location of scientific journals,media convergence and internet thinking,putting user demands first,publication and service on demand and updating marketing mode,to the development of scientific journals.