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移动媒体是科技期刊受众最常用媒体,科技期刊的数字优先出版模式无法满足受众需求,影响了科技期刊出版的传播效果。文章通过传播学、营销学的跨学科研究视角,分析科技期刊运营中存在的问题和媒体发展趋势。科技期刊应与新媒体融合,利用移动媒体传播与经营优势,提升科技期刊盈利能力,更好发挥科技期刊的社会效益。科技期刊需根据受众需求与媒介使用习惯,确定受控发行与移动优先出版的方式,采取移动优先的跨媒体出版与经营策略,探索科技期刊移动优先出版的盈利模式。
Mobile media is the most commonly used media for science and technology periodicals, and the digital first publication mode of scientific and technical periodicals can not meet the needs of audiences and affects the dissemination effect of scientific periodicals. Through the perspective of interdisciplinary research in communication and marketing, the article analyzes the problems existing in the operation of sci-tech periodicals and the trend of media development. Sci-tech periodicals should integrate with new media, make use of the advantage of mobile media to disseminate and operate, enhance the profitability of sci-tech periodicals, and give better play to the social benefits of sci-tech periodicals. The sci-tech periodicals need to identify the mode of priority publication of controlled distribution and mobile according to the needs of the audience and the habits of using the media, and adopt the mobile-first cross-media publishing and operation strategy to explore the profit-making mode of mobile priority publication of sci-tech periodicals.