摘要
【目的】寻求科普期刊数字出版陷入困局的原因,探索其突破困局的路径。【方法】以具体的案例和数据切入,从科普期刊自身的视角出发分析其陷入困局的原因并提出突破困局的路径。【结果】阅读碎片化和富媒体化下的读者群萎缩,固守公益思维造成的市场营销脱节及营收途径单一导致的盈利能力低下是科普期刊数字出版陷入困局的原因。【结论】出版简练的手机富媒体科普期刊,进行精准而又独特的微媒体营销及拓展数字资源的低成本多维营收途径是科普期刊数字出版良性发展的路径。
[Purposes]This paper aims at seeking for the reason why popular science journals get into the digital publishing dilemma and exploring their breakthrough. [Methods] This paper explained the topic with specific cases and data from popular science journals to analyze the reason causing the dilemma and put forward the breakthrough path. [Findings] The reading habit,which gets fragmented and multimedia,makes readers atrophic. Sticking to the ＂public interest ＂thinking mode leads to the lack of marketing. Thus, the single way to get revenue, which leads to the lowprofitability, finally makes the popular science journals＇ digital publishing get into the dilemma. [Conclusions] Publishing concise multimedia popular science journals on the phone,carrying out accurate and particular marketing via micro-media and expanding the low-cost and multidimensional way to get revenue are the benign developing path for the popular science journals＇ digital publishing.
出处
《中国科技期刊研究》
CSSCI
北大核心
2015年第7期722-726,共5页
Chinese Journal of Scientific and Technical Periodicals
关键词
科普期刊
数字出版
出版困局
突破路径
Popular science journals
Digital publishing
Publishing dilemma
Breakthrough
