策划创刊周年庆活动对提升科技期刊品牌影响力的研究

Organizing anniversary activities to enhance scientific journals’ brand influence

科技期刊创刊周年庆活动是提升期刊品牌影响力的一项重要举措。文章调研了250种“中国科技期刊卓越行动计划”入选期刊及27种国外优秀科技期刊的周年庆活动策划情况。通过计量分析周年庆活动策划比例,并归纳分析国内外中英文期刊策划特点。总结了策划比例较高的周年庆活动种类,包括历史回顾、纪念专刊、纪念会议、寄语题词、品牌营销、品牌延伸。最后通过实践案例分析了《光学学报》40周年庆活动带来的品牌影响力,以期为期刊策划周年庆活动提供参考,为建设世界一流科技期刊提供办刊思路。

Anniversary activity is regarded as an important measure to improve the brand influence of scientific journals.The anniversary activities were investigated and reviewed among 250journals supported by Excellence Action Plan of China STM Journals and 27 excellent international scientific journals.The percentage of journals that organize anniversary activity was analyzed and then the difference and features of journal anniversary activities at home and abroad were compared.Then historical review,anniversary special issue,commemorative conference,expectations of experts,brand marketing and brand extension were studied in detail.The 40-year anniversary activity of Acta Optica Sinica was studied and the arousing academic influence was recovered.This paper is aimed to provide references for journals planning anniversary activities,and share ideas on making firstclass scientific journals.