论整合营销视角下的高校科研成果信息传播  

On the Information Dissemination of Scientific Research Achievements in Universities from the Perspective of Integrated Marketing

作　　者：张艳萍 葛珺沂[1] Zhang Yanping;Ge Junyi(The Open University of China,Beijing,100039)

机构地区：[1]国家开放大学,北京100039

出　　处：《山西开放大学学报》2024年第1期43-46,共4页Journal of Shanxi Open University

摘　　要：提高高校科研成果信息传播有效性,对于高校科研创新成果转化具有重要意义。文章利用SWOT分析对高校科研成果信息传播的现状进行剖析并借鉴整合营销理念,提出高校应从统筹校内参与主体、打造整体品牌效应,强化渠道协同、引导媒体资源互联互通,量身定制传播内容和形式、提升传播影响力三个方面着手,加速科研成果市场化,推动科技协同创新。Improving the effectiveness of information dissemination of scientific research achievements in universities is of great significance for the transformation of scientific research innovation achievements in universities.This article analyzes the current situation of information dissemination of scientific research achievements in universities on SWOT analysis.Drawing on the concept of integrated marketing,to accelerate the marketization of scientific research achievements and promote collaborative innovation in science and technology it is proposed that the university should start from three aspects:creating overall brand effect on coordinating the main participants on campus,guiding interconnection of media resources on strengthening channel collaboration,and enhancing communication influence on customizing communication content and form.

关 键 词：科研成果 信息传播 整合营销传播 SWOT分析 

分 类 号：G644[文化科学—高等教育学]