论学术期刊的经营策略

发布时间：2018-08-28 13:10

【摘要】：随着新闻出版和文化事业改革的不断深入,学术期刊吃皇粮旱涝保收的日子即将终结。学术期刊必须更新办刊观念,树立学术期刊也是商品的经营意识,在创造社会效益的同时,不断创造经济效益。学术期刊的社会效益与经济效益是一个有机统一体,社会效益居首位,经济效益服务于社会效益;没有经济效益,也就没有社会效益;社会效益是目的,经济效益是手段,目的通过手段实现。学术期刊的经营意识一是指学术经营意识,二是指市场经营意识。学术期刊在市场营销中的经营核心应该是追求"质量规模",即学术质量、品牌影响带来的论文发表收入及其由此衍生的学术活动、版权合作贸易等收益。在经营策略上,学术期刊应当重点围绕人力资源策略、经营创新策略、市场定位策略、特色品牌策略、扩大容量策略、缩短刊期策略、以人为本策略、机制创新策略狠抓"质量规模"经营,努力提高学术期刊的核心竞争力。
[Abstract]:With the deepening of press and publication and the reform of culture, the days when academic journals eat the emperor's grain and guarantee the harvest are coming to an end. Academic journals must renew the concept of running journals, establish the management consciousness of academic periodicals as well as commodity, and create economic benefits while creating social benefits. The social and economic benefits of academic journals are an organic unity, with social benefits first, economic benefits serving social benefits; without economic benefits, there is no social benefit; social benefits are the purpose, and economic benefits are the means. The aim was achieved by means of means. The management consciousness of academic periodical refers to academic management consciousness and market management consciousness. The core of the management of academic journals in marketing should be the pursuit of "quality scale", that is, the income from academic quality, the publication of papers brought about by brand influence, and the resulting academic activities, copyright cooperative trade and so on. In terms of management strategy, academic journals should focus on human resource strategy, management innovation strategy, market positioning strategy, characteristic brand strategy, expanding capacity strategy, shortening publication period strategy, people-oriented strategy. Mechanism innovation strategy should pay close attention to "quality scale" management and strive to improve the core competitiveness of academic journals.
【作者单位】：中国农学通报期刊社中国农学通报期刊社
【分类号】：G237.5-F

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