活动理论视角下一流学术期刊品牌经营的关键影响因素识别被引量：8

Identification of key influencing factors of brand management of top academic journals from the perspective of activity theory

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摘要【目的】识别一流学术期刊品牌经营的关键影响因素,为我国出版机构制定期刊品牌经营管理框架和实施路径提供参考。【方法】采用活动理论及文献整理、案例分析、专家调查等方法,从6个维度对学术期刊品牌经营的影响因素进行集成萃取,利用DEMATEL方法分析各要素之间的相互作用关系,识别原因、结果、基础和关键影响因素。【结果】期刊品牌政策、期刊品牌战略、评价体系、价值共创者角色、品牌化意识、主编领导作用、人员合作、机构合作、营销素养、编辑素养为学术期刊品牌经营的10个关键影响因素。【结论】起源型、转换型和传递型等不同类型的关键影响因素,对学术期刊品牌经营水平的提升发挥着不同的作用。 [Purposes]This paper intends to identify the key factors influencing the brand building and market operation of top academic journals,which is expected to serve as a reference for journal publishers in China to formulate brand management framework and implementation method. [Methods]On the basis of activity theory,factors influencing the brand management of academic journals were extracted from six dimensions through literature analysis,case analysis,and expert investigation. DEMATEL method was employed to analyze the interaction among the factors and identify the cause,effect,basic,and key influencing factors.[Findings]Ten influencing factors were identified: journal brand policy,journal brand strategy,evaluation system,role of value co-creator,brand awareness,leading role of editor-in-chief,personnel cooperation,institution cooperation,marketing competence,and editor competence. [Conclusions] The ten key influencing factors,which are classified into the origin factors,conversion factors,and transmission factors,have disproportional functions in brand management of academic journals.

作者王红君张锐吴朝平李芹燕 WANG Hongjun;ZHANG Rui;WU Chaoping;LI Qinyan(Institute of Brand Sciences,Chongqing University of Arts and Sciences,319 Honghe Road,Yongchuan District,Chongqing 402160,China;School of Culture and Media,Chongqing University of Arts and Sciences,319 Honghe Road,Yongchuan District,Chongqing 402160,China;Journal Editorial Department,Chongqing University of Arts and Sciences,319 Honghe Road,Yongchuan District,Chongqing 402160,China)

机构地区重庆文理学院品牌科学研究所重庆文理学院文化与传媒学院重庆文理学院编辑部

出处《中国科技期刊研究》 CSSCI 北大核心 2021年第8期957-965,共9页 Chinese Journal of Scientific and Technical Periodicals

基金国家社会科学基金项目“同质化背景下人文社会科学学术期刊品牌建设水平诊断及提升路径研究”(16XXW001)。

关键词一流学术期刊品牌经营活动理论 DEMATEL 影响因素 Top academic journal Brand management Activity theory DEMATEL Influencing factor

分类号 G237.5 [文化科学] F273.2 [经济管理—企业管理]

作者简介王红君(ORCID:0000-0001-8644-1381),硕士,教授,E-mail:20050018@cqwu.edu.cn;吴朝平,博士研究生,副教授;李芹燕,硕士,教授,院长;通信作者:张锐(ORCID:0000-0002-7935-6397),博士,教授,所长,E-mail:120313908@qq.com。