论数字期刊的整合营销传播

数字期刊随着互联网的快速发展而迅速普及,对高校和科研院所的教学及研究有着十分重要的作用.由于国内外现在对传统期刊,尤其是学术期刊的经费支持力度减弱,迫使传统期刊社结合数字期刊,利用互联网市场进行营销寻找出路.以国内"中国知网"、"维普"、"万方"三家数字期刊经营企业为重点,运用整合营销传播理论,从产品、价格、渠道、促销四个方面的横向整合以及内容结构、互动服务、编辑流程三个方面的纵向整合为路径,分析数字期刊的经营举措和营销方法,从而揭示其未来发展方向.

Integrated Marketing Communication of Digital Periodical

Digital periodical is also called electronic journal.It has been popularized rapidly with the rapid development of the Internet and is very important to the research in universities and research institutes.But traditional periodical has faint support especially academic periodical in global scale.It forced traditional periodical presses to find their outlet from the market of the Internet and execute marketing with digital periodical.This paper views three enterprises,CNKI,"WeiPu","Wangfang",as pivot,and then analyses the working measures and marketing plans from transverse conformity including product,price,place,promotion and lengthways conformity including content configuration,interactive service,editing flow,in order to reveal the direction of its development.