学术期刊品牌:读者认知与知识建构  

Academic Journal Brand: Reader Cognition and Knowledge Construction

作　　者：郭庆华[1] 

机构地区：[1]山西大学学术期刊社,山西太原030006

出　　处：《山西大学学报（哲学社会科学版）》2015年第5期77-81,共5页Journal of Shanxi University(Philosophy and Social Science Edition)

摘　　要：品牌,主要以知识形态存在于消费者大脑中,是消费者关于产品和服务的知识。文章从读者认知角度解读学术期刊品牌,通过读者认知调查统计,分析学术期刊品牌读者认知现状;借鉴品牌研究成果,建构学术期刊独特性、先进性、正宗性、优异性和品牌功能的品牌知识;基于品牌知识,思考学术期刊品牌的发展战略,认为:贯穿科学与人文精神,适应并实施新技术,关注编辑人,是对品牌知识"面"的满足;做好内容细节的包装设计,"实""虚"并重,是对品牌知识"点"的切入,点面结合,才能化解学术期刊品牌发展难题。A brand,which exists in the brains of consumers mainly in the form of knowledge, is a kind of consumer knowledge of products and services. This article interprets academic journal brand from the perspective of the reader cognition and analyzes the readers＇ cognition of academic periodicals through a survey and the statistics of readers＇ cognition. Also, by using the research achievement for reference, it constructs reader brand knowledge of academic journals which includes the uniqueness, progressiveness, authenticity, excellence and brand functions. Furthermore, on the basis of the brand knowledge ,it deliberates development strategies of academic journal brand. Finally it con- cludes that carrying out scientific and humanistic spirit, accommodating and implementing new technology, and of academic journal brand be resolved.

关 键 词：学术期刊 品牌 读者认知 品牌知识 

分 类 号：G237.5[文化科学]