试论学报的服务营销

On the Service Marketing of Academic Journals

学报是服务于科研和教学的学术期刊,其服务具有"无形性"、"不可分离性"、"可变性"、"易消失性"和"学术性"的特点.当前许多学报的服务定位不准、服务能力有限、服务人才缺乏和服务质量堪忧,不利于学报自身的持续健康发展.基于学报服务的特点和存在问题,学报服务营销的策略是:要通过内部营销来树立服务理念和培养服务技能;要通过合理定位服务、凸显服务特色来创造差别竞争优势;要通过提高服务质量来提供满意服务;要通过完善网络服务来增强服务效能.

The academic journal works for research and teaching,and its service is invisible,inseparable, mutable and academic.Because of the unclear service goals,the deficient service capacity,the deficient human resource and the poor service quality,the continual and healthy development of the academic journal is hard to continue.Based on the characteristics and problems of the journal service,the service marketing strategy of the academic journal is fostering the service concept and skills with the internal marketing,creating different competitive advantages with reasonable service position and highlighting the service characteristics,satisfying the service with improved service quality,and enhancing the service efficiency with improved the network service.