摘要
学术期刊在市场化改革过程中,由于办刊经费不足,广告经营难度大,造成大多数学术期刊靠版面费生存的困境。本文从广告与市场营销的视角,深入剖析学术期刊的生存现状,提出学术期刊的发展必须重视编辑、发行与经营,走品牌化发展策略。
In the reform process of marketization,insufficient funds and the difficulty of editing advertising business,cause most academic periodicals living on layout costs.From advertising and marketing perspective,this paper explores the survival of academic periodicals,academic periodicals must pay attention to edit,issuance and management,take strategy of brand development.
出处
《出版科学》
CSSCI
2011年第3期62-66,共5页
Publishing Journal
关键词
学术期刊
媒介特征
品牌策略
Academic journal Brand Advertising strategy Issue Management
