摘要
通过分析学报品牌构成要素和品牌建设发展现状,发现学报对品牌建设缺乏足够重视,表现为办刊思路固化、品牌意识薄弱、同质化发展、营销观念落后,引发品牌建设停滞、品牌建设投入不足、品牌缺乏核心竞争力、品牌传播力度不够等问题。在探讨学报品牌建设意义基础上,建议学报以质刊稿,通过特色栏目建设,以点带面树立品牌形象。同时,利用短视频平台引流,主动推广学报品牌,借助新营销模式实现学报品牌价值与效益价值的同步提升。
This paper analyzes the constituents of academic journal brands and the state of their development,finding that many academic journals lack attention to brand building.Manifestations of this problem include rigid ideas in running journals,weak brand awareness,homogenization of development,and outdated marketing concepts.These deficiencies lead to insufficient investment in and stagnation of brand building,weak competitiveness,and inadequatebrand communication.After discussing the significance of the brand construction of academic journals,this paper suggests that academic journals publish papers with quality as the criterion for acceptance and establish brand images through the construction of featured columns.It also proposes the use of short video platforms to promote academic journal brands,and recommends that the new marketing model should be applied to realize the synchronous enhancement of the brand value and benefit value of academic journals.
作者
陈丽
CHEN Li(Editorial Department of Journal,Minnan Normal University,Zhangzhou,Fujian 363000,China)
出处
《漳州职业技术学院学报》
2022年第4期105-108,共4页
Journal of Zhangzhou Institute of Technology
关键词
学报
品牌价值
激活
策略
academic journals
brand value
activation
strategies
