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社会主义市场经济的确立,推动了整个社会的经济转轨,传媒业的生存发展遇到了前所未有的挑战,如何搞好科普期刊的发行成了“当务之急”。笔者认为:一个杂志要生存,要扩大发行,首先,应当找准自己的市场定位,即提高办刊质量是发行工作的前提。第二,转变机制,以发行为轴心是期刊的生存之路。第三,巩固和建立健全发行网络是科普期刊的生存保证。第四,不断地宣传和推销自己是科普期刊走向市场不变的手段。总之,提高质量,转变机制,健全网络,注重自我包装和推销是杂志发行营销的核心所在。
The establishment of a socialist market economy has promoted the economic transition of the entire society and the survival and development of the media industry have encountered unprecedented challenges. How to do a good job in the circulation of science and technology periodicals has become the “top priority.” I think: a magazine to survive, to expand the issue, first of all, should find its own market position, that is to improve the quality of the publication is the premise of the distribution. Second, to change the mechanism to publish as the axis is the journal’s survival road. Third, consolidating and establishing a sound distribution network is the survival guarantee for popular science journals. Fourth, continue to promote and market their own science journals to market the same means. In short, improving quality, changing mechanisms, improving the network, and focusing on self-packaging and marketing are at the core of magazine distribution marketing.