国内期刊品牌营销研究述评

本文总结国内期刊在品牌营销方面的研究。依托CNKI数据库,选用2000-2014年间学者发表在国内期刊上关于期刊品牌营销的研究论文,系统整理期刊品牌营销的文献研究。学者们对期刊品牌营销研究主要集中在品牌的影响因素、品牌的塑造、品牌的延伸三个方面。目前的期刊品牌研究大都从营销者的角度出发,未来应多从作者和读者的角度出发进行研究。

A Review On The Researche Of Domestic Journals' Brand Marketing

This paper aim to summarizes research in brand marketing of domestic journals. Relying on CNKI database, and choosing papers from 2000———2014 years that scholars have published in domestic journals with respect to brand marketing,systematically sort out brand marketing literature of journals. Through literature re-view found that scholars’ research on journals’ brand marketing focused on branding, brand factors, brand ex-tension. Most current brand research of journals from marketers perspective , future research should more depar-ture from the author and the readerˊs point of view.