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技术类科技期刊的发展陷入瓶颈期,品牌化是技术类科技期刊摆脱现状的有效途径。而大多数期刊还未重视品牌建设,期刊的核心价值也未能充分地体现。浅析了技术类期刊进行品牌化的必要性,指出品牌衍生平台的有效利用将改变期刊的经济现状。建议通过前期经费资助、提高期刊质量、突出期刊特色、创新阅读模式、有效利用品牌衍生平台、提高编辑人员质量及服务意识等方面逐步建立期刊品牌。
The development of technical periodicals is in a bottleneck period, and branding is an effective way for technical periodicals to get rid of the status quo. Most journals have not attached great importance to brand building, and the core values of journals have not been adequately reflected. The necessity of brand branding for technical journals is analyzed. It is pointed out that the effective utilization of brand derivative platform will change the economic status quo of journals. It is suggested that the periodical brand should be gradually established in the aspects of early funding, improving the quality of journals, highlighting the characteristics of journals, innovating reading mode, making effective use of brand derivative platform, improving editorial staff quality and service awareness.