科技期刊“受众即市场”理论初探  

"Audience-oriented marketing" of Chinese sci-tech periodicals

作　　者：关卫屏[1] 刘斌[2] 游苏宁[3] 

机构地区：[1]<中华儿科杂志>编辑部,北京100710 [2]北京师范大学文学院,北京100875 [3]中华医学会杂志社,北京100710

出　　处：《编辑学报》2011年第1期5-7,共3页Acta Editologica

摘　　要：我国科技期刊应建立"受众即市场"的观念,找准科技期刊市场定位、明确受众和市场。抓住"小众"市场里面的大发行量期刊,重视行业期刊、会刊的发展。应重视科普期刊的发展,实现"小众"科技期刊的"大众"化。此外,要在明确市场定位的基础上充分了解受众的阅读需求,加强选题策划,增强期刊的导向功能。In order to accurately target and approach the readers,Chinese sci-tech periodicals should approach the market from the prospective of ＂audience-oriented marketing＂.In achieving success in the niche market,the development of periodicals with higher circulation,professional journals and proceedings should be emphasized.In order to penetrate the mass market,the promotion of science journals that target the general public should be given sufficient attention.Meanwhile,contents should be organized based on the market positioning of every specific periodical,and concentrate on the needs and expectations of its readers.

关 键 词：科技期刊 受众市场观 功能 

分 类 号：G237.5[文化科学]