试论学术期刊的经营策略

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。

Bian Quanle Hu Yingxia

Accompanying with the continual reforms to the industry of press and publication, the secure stage of relying on government for academic periodicals is on the way out. We should renew our concept for running an academic periodical, set up a managing consciousness, and aware of the commodity property of academic periodical. The social benefit and economic benefit of academic periodical can emerge into an entia, of which the social benefit is the first place, and the economic benefit serves the social benefit. Neither of them can exist alone. The managing consciousness of academic periodical includes academic managing consciousness and marketing consciousness. The core of marketing process should be pursuing "quality scale", viz. academic quality, the income form publishing papers, and the derived academic activities and copyright cooperation. On the managing strategies of academic periodical, we should pay much attention on strategies of human resources, managing innovation, market orientation, characteristic brand, enlarging content, shortening publishing period, people-oriented, and mechanism innovation, and work hard on "quality scale" management for improving the core competitive ability of academic periodical.