我国新时期期刊出版面临着数字化与转企改制的双重转型。从现代市场营销学的视角看,期刊出版转型所面临的环境、消费者、竞争者与目标市场定位等诸多因素已发生重大变化,期刊出版亟需积极调整相应的产品、价格、渠道与促销策略。 The publication of periodicals in our country in the new period is facing the dual transformation of digitization and restructuring of enterprises. From the perspective of modern marketing science, many factors such as the environment, consumers, competitors and target market positioning have faced great changes in periodical publication transformation. It is urgent for journal publication to actively adjust the corresponding products, prices, channels and promotion strategies .