科技期刊品牌活动与提升品牌影响力——以《科技导报》为例

Brand activities and brand influence of scientific journals:Taking Science and Technology Review as an example

【目的】探索独特且有效的方法以提高科技期刊品牌影响力,并吸引更多的优质来稿。【方法】着眼于提升品牌影响力,分析发现举办系列学术活动是中国科技期刊较少采用的方法,《科技导报》通过举办系列学术活动,并在实践中分析、总结其特点与效果,寻找对提升品牌影响力效果较佳的系列活动。【结果】目前探索形成《科技导报》学术沙龙、科学百家讲坛以及科技期刊编辑学术沙龙3个与科技界、科技期刊界高度相关且具有独特优势的品牌活动,有效提升了《科技导报》品牌影响力。【结论】品牌活动是塑造科技期刊品牌形象、提升科技期刊品牌影响力、吸引优质来稿的重要且有效的手段。

[ Purposes] This paper aims to explore unique and effective ways to improve the brand impact of scientific journals and attract more high-quality papers. [ Methods] Focusing on enhancing the brand influence, we found that holding a series of academic activities was less used by Chinese scientific journals. Therefore, Science and Technology Review continued to explore many series of academic activities, and analyze its characteristics and effects in practice, in order to find the effective activities to enhance brand influence. [ Findings ] We have explored three effective brand activities which are highly related to science ＆ technology and scientific journals, namely academic salon, science forum, and academic salon of scientific journal editors. The three brand activities have their own unique advantages, and effectively enhance the brand influence of Science and Technology Review. [ Conclusions ] The result shows that the brand activities are the important and effective ways for scientific journals to mold the brand image, enhance the brand influence, and attract high-quality papers.