基于互联网思维的高校学术期刊市场营销能力提升研究  

Research on the Promotion of Marketing Competence for Academic Journals based on Internet Thinking

作　　者：刘玉邦[1] 刘学聪[2] 

机构地区：[1]成都理工大学科技处,成都610059 [2]成都师范学院中文系,成都611130

出　　处：《成都工业学院学报》2017年第1期57-60,共4页Journal of Chengdu Technological University

基　　金：四川省社会科学规划项目文化专项项目(SC15XS002)

摘　　要：在当前互联网技术发展环境下,企业生产和服务所面临的技术环境发生了颠覆性改变,市场营销意涵得到极大拓展。高校学术期刊处于多方市场利益主体的利益链条中,具有明确的市场经济利益主体地位。虽然我们强调高校学术期刊的学术性和公益特性,但高校学术期刊也需要市场营销。虽然目前高校学术期刊经营面临诸多体制性困境,但仍需适应期刊的发展形势,牢固树立互联网思维,积极拓展期刊互联网产品和网络增值业务,积极培养读者意识、品牌意识等现代市场营销意识,积极实施期刊的网络营销战略,以推动期刊的新发展。In the current internet technology development environment, the production and service of the technology environment facing disruptive changes and the meaning of marketing has been greatly expanded. Academic journals in the interests of multi- market interests of the chain, are with a clear market economy interests of the dominant position. Although the academic and public characteristics of academic journals are emphasized, academic journals also need marketing. As the current academic journals in colleges and universities face many institutional difficulties, they still need to adapt to the development of journals, and firmly to establish the internet thinking, and actively to expand the periodicals interact products and network value-added services, and to actively cultivate the reader awareness, brand awareness and other modern marketing awareness, and to actively implement the network marketing strategy of periodicals to promote the new development of the journals.

关 键 词：互联网思维 学术期刊 市场营销 营销能力 

分 类 号：G237.5[文化科学]