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品牌,主要以知识形态存在于消费者大脑中,是消费者关于产品和服务的知识。文章从读者认知角度解读学术期刊品牌,通过读者认知调查统计,分析学术期刊品牌读者认知现状;借鉴品牌研究成果,建构学术期刊独特性、先进性、正宗性、优异性和品牌功能的品牌知识;基于品牌知识,思考学术期刊品牌的发展战略,认为:贯穿科学与人文精神,适应并实施新技术,关注编辑人,是对品牌知识“面”的满足;做好内容细节的包装设计,“实”“虚”并重,是对品牌知识“点”的切入,点面结合,才能化解学术期刊品牌发展难题。
The brand, which exists primarily in the brain of consumers in the form of knowledge, is the consumer’s knowledge of products and services. The article interprets the brand of academic journals from the perspective of readers’ cognition, analyzes the cognition status of brand readers through the cognitive survey of readers, and draws on the brand research results to construct the uniqueness, advancedness, authenticity, superiority and brand function of academic journals Brand knowledge; based on brand knowledge, consider the development strategy of academic journals brand, that: throughout the scientific and humane spirit, to adapt and implement new technologies, attention to editors, is to satisfy the brand knowledge “surface”; to do the details of the content Packaging design, “real ” “virtual ” equal emphasis on the brand knowledge “point ” into the cut, point to surface, in order to resolve academic journals brand development problems.