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随着我国出版产业的整体转型,网络媒体发展日新月异,加上市场经济带来的巨大冲击,我国的教育期刊作为一种独特的文化产业普遍面临着诸多发展困境,无论是内容质量、办刊理念,还是经营思想等方面都有许多问题亟待解决。教育期刊具有鲜明的教育特性,既有综合性的期刊,又有指导性、专业性、理论性的期刊,受众面涵盖了教师、学生及家长等,在中国期刊市场中有着很大的影响。只有努力追求其品牌战略发展,扎扎实实地去解决如何“创品牌、求发展”这个根本问题,教育期刊才能突破困局。提升质量,打造精品期刊,是教育期刊品牌战略的重要选择。
With the overall transformation of publishing industry in our country and the rapid development of online media, coupled with the huge impact brought by the market economy, our educational journals as a unique cultural industry are generally faced with many development dilemmas, both in terms of content quality, , Or business thinking and other aspects have many problems to be solved. Education journals have distinctive educational features. They include comprehensive periodicals, guided periodicals, professional periodicals, and theoretical periodicals. Teachers, students and parents are covered by the audiences, which have a significant impact on the Chinese periodicals market. Only by pursuing the development of its brand strategy and resolving fundamentally how to create a brand and seek development can education journals break through the dilemma. It is an important choice for brand strategy of education periodicals to improve the quality and create quality periodicals.