世界一流学术期刊建设背景下体育学术期刊品牌建设的探索与实践——以《武汉体育学院学报》为例

Exploration and Practice of Brand Building of Sports Academic Journals under Background of Construction of World-class Academic Journals: Taking Journal of Wuhan Sports University as an Example

品牌建设是我国学术期刊实现高质量可持续发展,跻身世界一流学术期刊群的必由之路。基于《武汉体育学院学报》品牌创建的探索和实践认为,品牌定位作为学术期刊品牌建设的基础,要从内容定位、受众定位、发展定位着手确立特色;品牌内容作为学术期刊品牌建设的核心,可从策划选题、开展学术活动、凝聚作者队伍着手整合学术资源;品牌管理作为学术期刊品牌建设的保障,需从建立内容质量保障体系、提升学术传播力、扩大社会影响力入手营造良好学术生态环境。体育学术期刊品牌创建应当精准定位,突出品牌特色;整合学术资源,推进品牌内容创新;创新管理手段,提升品牌影响力。

Brand building is the only way for China’s academic journals to achieve high-quality and sustainable development and join the world-class academic journal group.Based on the exploration and practice of the brand establishment of the Journal of Wuhan Sports University, it was held that as the basis of the brand construction of academic journals brand positioning should centre around the characteristics of the content, the readers and the development so as to avoid homogenization.As the core of the brand construction, the content should integrate academic resources from topic selection planning, academic activities, and author team cohesion.As the guarantee of the academic journal brand construction, brand management needed to build a good academic ecological environment by establishing a content quality assurance system, improving academic communication power, and expanding social influence.The brand building should be accurately positioned, highlighting brand characteristics, integrating academic resources, promoting brand content innovation, innovating management means, and enhancing brand influence.