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借用经济学中价值价格的概念,以美国涉农学会主办科技期刊定价模式为案例,对科技期刊这一特殊商品的价格价值的现象进行了分析,为国内同类科技期刊市场化过程中的定价策略提供参考。分析表明:几家美国学会经营出版的科技期刊都采取了灵活多样的价格策略,更加科学合理,有利于扩大发行量和提高影响及展示度;学会主办期刊在会员的服务、社会公益事业中,采用折价或免费销售,以降低学会经济收益为代价,充分体现了学会的社会责任及期刊的社会价值;其期刊网络版的售价高于纸质版,说明作为精神产品的科技期刊,其价值主要体现在内容上,而非内容载体的材料成本,应把做好内容作为办刊的主攻方向,适当减免发表费,鼓励发表没有基金支持的高水平的研究成果。科技期刊按价值价格大小依次为学术期刊、同类应用技术类期刊、信息服务类期刊。中国学会主办期刊在定价时除考虑期刊的类别、内容及学术水平外应同时兼顾为学会会员和公益事业服务,采取分类、灵活多样的定价策略,以扩大发行,扩大影响,提高社会信誉度。
Borrowing from the concept of value price in economics and taking the pricing model of sci-tech periodicals sponsored by the American Agricultural Association as an example, this paper analyzes the price value of sci-tech periodicals as a special commodity and provides the pricing strategies for the marketization of domestic sci-tech periodicals for reference. The analysis shows that several scientific and technical journals published by the American Society have adopted a flexible and diversified pricing strategy, which is more scientific and reasonable, is conducive to increasing circulation and improving the impact and degree of display. In the service of members and social public welfare undertakings, The use of discount or free sales, in order to reduce the economic benefits of learning at the cost of fully reflects the Institute of social responsibility and the social value of journals; its online version of the Journal of selling prices higher than the hard copy, indicating that the spirit of science and technology periodicals, its value Mainly reflected in the content, rather than the content of the material cost of the carrier, should make good content as the main direction of the journal, the appropriate reduction of post fees, to encourage the publication of high-level research results without fund support. Sci-tech periodicals according to the value of the price of the order of academic journals, similar applications of technical journals, information service journals. In addition to taking into account the type, content and academic level of journals, China Society for the Management of Periodicals should take care of its members and commonweal services at the same time. It adopts a flexible and diversified pricing strategy to expand its issuance, expand its influence and enhance social credibility.