论科技期刊品牌建设中的形象传播  

On the image dissemination of brand creation of sci-tech journals

作　　者：陈相雨[1] 李桂芹[2] 

机构地区：[1]南京林业大学人文学院,210093 [2]江苏经贸职业技术学院,南京211168

出　　处：《编辑学报》2010年第1期4-6,共3页Acta Editologica

基　　金：江苏省高校哲学社会科学课题(095SJD9860003)

摘　　要：尽管科技期刊已形成品牌建设的强烈意识,但在如何创建方面仍存在轻视形象传播的弊端。形象传播是品牌建设的重要组成部分,肩负着劝说广大受众、促进品牌最终形成的重要使命。科技期刊应从办刊理念、媒介产品、附加服务、主办活动等层面入手,灵活运用定位策略、内容策略、媒介策略、诉求策略、创意策略等相关策略,实现品牌建设的最终成功。Despite the strong awareness to create brands for scientific and technical journals,little attention has been given to the dissemination of brand images.A crucial part of creating brands,the dissemination of brand image undertakes the important mission to persuade wide audiences to accept a brand,and promote its ultimate formation.Therefore,sci-tech journals should begin their brand creation with framing journal concepts,developing media products,providing additional services,carrying out activities and so on.By adopting orientation strategies,content strategies,media strategies,appeal strategies,originality strategies and other pertinent strategies,the brand creation could be successfully fulfilled.

关 键 词：科技期刊 品牌建设 内功修炼 形象传播 

分 类 号：G237.5[文化科学]