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Study on Innovative Development and Marketing Strategy of Sci-tech Journals

Author: HuJianMing
Tutor: ZhuBing
School: Beijing Jiaotong University
Course: Management
Keywords: Sci-tech journals innovative development core competitiveness marketing strategy
CLC: G235-F
Type: Master's thesis
Year: 2009
Downloads: 227
Quote: 0
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Abstract


Further study on innovative development and marketing strategy is carried out in this paper on the basis of personal experience in managing railway sci-tech journal. As marketization becoming a tendency in China, domestic sci-tech journals are confronting fierce competition and great pressure for survival and development. Absolute reliance on homoplastic competition could hardly rank Chinese journals a leading position across the world. Given such a historical opportunity, a strategic outlook shall be outlined to seek for development of sci-tech journals, so as to make more Chinese sci-tech journals as high-intelligent products featuring in-depth contents and attractive cover, and enhance the core competitiveness of sci-tech journals by fully banking on marketing strategy.The paper is divided into three parts, with the first part composed of Chapter One, Chapter Two and Chapter Three, presenting an analysis on factors influencing scientific and technological development and also the background and current status of marketing strategy, and explaining the communication means of sci-tech journals and how they affect the innovative development. The second part, Chapter Four, systematically analyzes the factors influencing core competitiveness of sci-tech journals, and takes China Railways as an example to expound how the journal enhance its core competitiveness by innovation. The third part, Chapter Five, carries out a study on marketing and advertising strategies of sci-tech journals basing on theories, and puts forward a combined marketing strategy, offering reference for marketing of railway sci-tech journals.The role and position of sci-tech journals in Chinese science and technology development are analyzed as focus in this paper, as well as the communication effects of sci-tech journals together with the way to achieve those effects. The author stresses the relationship between sci-tech journals and scientific research, end readers and efficiency, and comes up with the significance of innovative development of railway journals in combination with reality. According to the analysis, the author summarizes the viewpoints on core competitiveness of domestic journals as well as the way competitiveness exhibits. Finally, it is concluded that the journal’s publication concept, brand building, quality of articles, website design, marketing strategy and quality of editors are jointly key factors influencing the core competitiveness of sci-tech journals. A combined marketing strategy for railway sci-tech journals proposed according to marketing theories is the paper’s highlight.

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