综合性医学科技期刊品牌建设的探索与效果——以《协和医学杂志》为例

Exploration and effect on brand building of general medical scientific journals:Taking Medical Journal of Peking Union Medical College Hospital as an example

【目的】探讨综合性医学科技期刊品牌建设的策略和方法,为提升综合性医学科技期刊学术质量和品牌影响力提供借鉴和参考。【方法】以《协和医学杂志》的办刊实践和探索为例,系统总结其在选题策划、专栏建设、宣传推广、人才培养等方面的经验体会和实施效果。【结果】通过挖掘优质选题资源、创设特色专栏、优化审稿流程、扩大宣传力度等一系列改革举措和方法,《协和医学杂志》取得了显著成效,其引用量、下载量、发行量、影响因子等指标逐年提高,知名度和影响力不断提升。【结论】期刊应结合自身特点,充分利用自身优势,创新办刊模式,制定切实可行的品牌发展战略,打造期刊特色品牌,这是综合性医学科技期刊创新发展的有效途径之一。

[Purposes] This paper aims to explore the strategies and methods on brand building of general medical scientific journals in China,so as to provide reference for improving the academic quality and brand influence of journals.[Methods] Taking the practice and exploration of Medical Journal of Peking Union Medical College Hospital as an example,we summarized the experiences and implementation effect of topic selection,column construction,publicity,and personnel training.[Findings]Through the implementation of a series of reform measures and methods,such as exploring topic resources,creating feature columns,optimizing the review process,expanding publicity,and strengthening editorial training,Medical Journal of Peking Union Medical College Hospital has achieved remarkable results.The indexes such as citations,online downloads,amount of distribution and impact factor have been increasing year by year.The popularity and influence of journals have been improving stably.[Conclusions] Journals should combine their own characteristics,make full use of self-advantages,innovate the publishing model formulate a feasible brand development strategy,and create a distinctive brand of journals.This is an effective way for the innovation and development of general medical scientific journals.