我国科技期刊品牌建设发展战略与策略研究.pdfVIP

2010-10 22( 5) ACTA EDITOLOGICA 377 * 1) 2) 2) 袁桂清 杜杏叶 刘培一 1), 100710; 2), 100190: 分析影响我国科技期刊品牌化建设的因素及存在的 , 问题, 探讨其发展战略与 策认为期刊品牌化建设要突出特 , ; 色, 择优培育;分类实施, 重点塑造; 实施政策导向, 维护期刊品 , 牌; 实施品牌营销, 完善品牌形象; 制订期刊品牌保护制度, 保 , 证期刊品牌培育环境; 实施期刊品牌推广工程, 加快期刊品牌 11111 国际化; 实施跨媒体链接,扩大品牌影响半径 , 品牌建设; 科技期刊; 战略; 策 Strategies and counterm easures of brand construction of ,, Chinese sci-tech journalsM YUAN Guiqing, DU ingye, L IU Peiyi , Abstract Current status and problems in brand construction of , Chinese sc-i tech journals are analyzed, and developing strategy is , investigated. The detailed methods are: laying stress on the key 4. 5%, 13. 4%, points for journalbrandps construction; fostering its characteristics; () 4. 6%, guiding based on classification; nurturing and developing from 77. 5% different aspects; keeping to the policy direction and strengthening 11112 the protection of journal brand; planning, propagating and creating , , the mi age for journal brand; setting funds and mi proving the , construction for journal brand; promoting the process of building up journal brand andmending the internationalization evolutional step; , establishing the protection institution and promoting its healthy : 2005 development. 7. 4%, 2006 7. 8%, 2007 K ey words brand construction of a journal; sci-tech journal; 817%, 2008 8. 6% ,