地方本科院校学报以“特色栏目”树立品牌形象策略  

On the strategies of establishing brand image ofjournal of local undergraduate universities with feature column

作　　者：杨玉玲[1] YANG Yu-ling(Editorial Department of the Journal of Ningde Normal University,Ningde,Fujian 352100,China)

机构地区：[1]宁德师范学院学报编辑部,福建宁德352100

出　　处：《宁德师范学院学报（自然科学版）》2021年第3期311-317,328,共8页Journal of Ningde Normal University(Natural Science)

摘　　要：创建特色栏目对于地方本科院校学报来说,是提升自身竞争力和改善品牌形象的重要抓手之一.由于办刊人力财力投入不足、内容差异性和专业化缺乏,栏目同质化严重等问题,导致在构建和经营“特色栏目”的过程中面临着较大的困难和阻碍.因此,为保证特色栏目能真正发挥出自身价值,应从以下几方面着手:争取学校政策支持,设立专项栏目和专业院系协作机制;合理利用本地区优势资源、文化差异编排内容;通过与院系重点学科或者社会研究机构长期合作,优化栏目的策划与制作;重视社会效益的创造,以获得政府的支持;采取多元化经营模式提升“特色栏目”效益.Creating feature column is one of the most important measures for journals of local colleges and universities to enhance their competitiveness and brand image.However,due to insufficient investment in human and financial resources,the lack of content diversity and specialization,serious homogenization of columns and other issues,there are difficulties and obstacles in the creation and operation of feature column.Therefore,to ensure that the feature column can fully play its role,the following aspects should be considered:striving for school policy support,establishing special columns and cooperation mechanism between colleges and academic departments;arranging the content through rational use of the advantageous resources and cultural differences of the region;optimizing column planning and production through long-term cooperation with key disciplines of colleges and departments or social research institutions;creating social benefits to obtain support from schools and the government;adopting diversified management model to improve the efficiency of feature column.

关 键 词：特色栏目 品牌形象 期刊竞争力 经营模式 地方本科院校 

分 类 号：S722.5[农业科学—林木遗传育种]