新媒体时代科技期刊品牌建设的价值共创研究

【目的】 探究新媒体时代科技期刊基于价值共创视角进行品牌建设的模式与路径。【方法】 以文献研究、案例分析方法为主,分析新媒体时代科技期刊品牌建设面临的挑战,提出科技期刊品牌建设的价值共创模式与实践路径。【结果】 新媒体时代科技期刊品牌价值共创集中在共创精品内容、共创品牌传播、共创知识服务三个重要环节。【结论】 新媒体技术驱动用户与期刊共同参与精品内容生产、期刊品牌传播、期刊知识服务等,以求实现期刊品牌价值最大化。提出基于价值共创加快科技期刊品牌建设,立足用户思维,树立价值共创理念;聚焦优质资源,持续创新特色内容;开启“智能+”,搭建价值共创平台;注重品牌体验,构建品牌共同体。

Value co-creation of scientific journal brand in new media era

Purposes] This paper aims to explore the modes and paths for the brand building of scientific journals in the new media era from the perspective of value co-creation. Methods] With the methods of literature research and case analysis, the challenges facing brand building of scientific journals in the new era were analyzed and the value co-creation methods for scientific journal brand and the implementation paths were proposed. Findings] The value of scientific journals can be improved by competitive content, brand communication, and knowledge service via new media. Conclusions] New media technology drives both users and journals to participate in quality content production, journal brand communication, and knowledge service, thereby improving the value of scientific journal brand. The implementation paths for value co-creation of scientific journal brand are as follows: focusing on user's thinking to build journal brand, emphasizing quality resources to solicit characteristic content, making full use of new media platforms, and paying attention to brand experience to build brand community.