媒体融合环境下科技期刊的品牌延伸与再造

Brand Extension and Reconstruction of Sci-Tech Periodicals under the Media Integration Environment

分析探讨科技期刊在媒体融合背景下的品牌新内涵,在此基础上提出与之相适应的品牌延伸和再造模式。认为科技期刊可以通过建设刊群平台、运营微信公众号、应用H5等多媒体形式和利用社交网络等传播途径进行品牌延伸;通过协同创新、知识服务、增强出版、移动+优先出版、网络直播等手段进行品牌再造。科技期刊通过创造性思维、互联网思维、用户思维和产品思维进行转型升级的同时,进一步提升品牌影响力。

This paper,by analyzing and discussing the new connotation of the brand of sci-tech periodicals under the background of media integration,puts forward the corresponding brand extension and reconstruction model.It is believed that the brand extension of sci-tech periodicals can be carried out through the construction of the group platform,the operation of WeChat public account,the application of H5 and other multimedia forms.Brand reengineering is carried out by means of collaborative innovation,knowledge service,enhanced publishing,mobile+publication of priority and network live broadcasting.Through the transformation and upgrading of creative thinking,internet thinking,user thinking and product thinking,sci-tech journals further enhance their brand influence.