学术期刊的品牌经营策略研究

学术期刊是国内期刊的重要组成部分，长期以来一直投入经费不足，导致学术期刊发行量不断缩小，加上品牌和广告经营意识差，以及数字化出版的冲击，目前生存状况普遍较差。部分学术期刊存在靠收取版面费生存，滥发低水平与剽窃论文，给学术研究造成不良影响。学术期刊是典型的分众媒体，具备品牌和广告经营的基础，品牌经营是学术期刊发展的唯一出路。学术期刊必须确保一定规模的发行量，提高发行效果，同时注重广告经营与品牌形象建设，才能扩大学术期刊的收入来源。

A Research on Operation Strategy of Academic Journal Brand

Academic journal is an important part of domestic journals. The investment has been insufficient for a long time, leading to the shrinking circulation of academic journals. Moreover, with poor awareness of brand and adver- tising and the impact of digital publishing, the current condition for academic journals is generally poor. There are some academic journals living by charging fees, publishing low-level papers and plagiarism, making an adverse impact on a- cademic research. Academic journals are typical Focus Media with the basis of brand and advertising operation. Brand operation is the only way to develop academic journals. Academic journals must make a certain amount of circulation, improve distribution effect and focus on advertising business and brand building to expand the income sources of aca- demic inurnal