融媒体时代高校科技期刊的营销及实践

Marketing and Practice of University Sci-tech Periodicals in Convergence Media Age

高校科技期刊融媒体环境应高度重视期刊的营销策划.基于4P理论,分析了产品、价格、渠道和促销4要素在高校科技期刊中的表现形式.高校科技期刊在融媒体环境下的营销策略需要进行思维的转变,即从办刊物向办平台的转变、从等待来稿向抢发好稿的转变、从编辑权力向学者服务的转变、从被动迎变向主动求变的转变.指出高校科技期刊应从自身实际出发,因地制宜地制订出能促进自身发展的营销策略.

Scientific and technological journals in colleges and universities should attach great importance to the marketing planning of journals in the convergence media age.Based on 4 P theory,this paper analyzes the forms of the four elements of product,price,channel and promotion in university sci-tech journals.The marketing strategy of university sci-tech journals under the media convergence environment needs to be changed,that is,from running journals to running platforms,from waiting for contributions to rushing for good ones,from editing power to serving scholars,from passively meeting changes to actively seeking changes.It is pointed out that the marketing strategies of sci-tech journals in colleges and universities should be based on their own reality and suit measures to local conditions to promote their own development.