传统医学期刊转型思路与策略——以《中华肝脏病杂志》为例

Ideas and strategies for the transformation of traditional medical journals:Taking Chinese Journal of Hepatolgy as an example

【目的】探析传统医学期刊转型思路与策略,为传统医学期刊转型升级提供可行的理论参考和方法借鉴。【方法】以《中华肝脏病杂志》(以下简称《肝脏病杂志》)单刊重构用户连接实例为切入点,基于克莱顿·克里斯坦森的颠覆性创新理论,探讨《肝脏病杂志》重构与用户的内容、情感、具身连接的转型思路,并提出创新目标用户及市场定位、产品、盈利模式的转型策略。【结果】《肝脏病杂志》重构用户连接,寻找被主流市场忽略的低端用户或未被满足的用户的真实需求,依靠媒介技术开发具有较高消费者剩余和网络外部性的产品,并构建创新型盈利模式来实现期刊转型。【结论】传统医学期刊应重塑与用户的连接,对目标用户及市场定位、产品和盈利模式进行创新,以实现转型与发展。

[Purposes]This paper aims to explore the ideas and strategies for the transformation of traditional medical journals and provide feasible theoretical and method references for the transformation and upgrading of traditional medical journals.[Methods]Taking the reconstruction of user connections in a single issue of Chinese Journal of Hepatology as an example,and based on the theory of disruptive innovation proposed by Clayton M.Christensen,this paper discussed the transformation ideas of Chinese Journal of Hepatology in reconstructing the connection with the content,emotion,and identity of the users.Furthermore,this paper put forward transformation strategies for innovating the positioning of target users and market,products,and profit models.[Findings]Chinese Journal of Hepatology reconstructs the user connection,searches the low-end users who are ignored by the mainstream market or the real demands of the users whose needs are not met,developes the products with high consumer surplus and network externality relying on media technology,and builds the innovative profit model to realize the transformation.[Conclusions]Traditional medical journals should reconstruct the connection with users and innovate the positioning of target users and market,products,and profit models,thereby realizing the transformation and development.