【作者】 李静；

【导师】 余明阳；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士

【摘要】 本研究目的在于探讨开放获取模式下的学术期刊,基于社交媒体的营销策略。随着互联网的时代的蓬勃发展,学术出版领域的商业模式也正在经历巨大的转型。开放获取这种出版方式横空出世,契合了研究者和作者希望被更广泛地被同行所引用、所借鉴的需求,开始迅速发展,渐渐替代传统的基于订阅的出版方式。在开放获取的出版模式下,市场营销起了比以往更关键的作用,因为商业模式从原来的B2B转变为B2C,期刊的学术内容的推广比原来更为重要。与此同时,越来越多的中国人开始使用社交媒体,花在社交媒体上的时间也越来越多,社交媒体也是内容营销最有效的渠道。本文以全球OA的先驱者SN学术出版公司为例,在对企业内外部环境进行全面分析的基础上,充分对研究人员进行洞察研究,研究研究人员对社交媒体的态度,以及如何用社交媒体进行专业工作,进而提出基于社交媒体的营销策略,并对微信营销的实施策略进行研究和阐述。本文研究成果对SN学术出版公司具有现实指导意义,对相关企业也具有参考价值。更多还原

【Abstract】 The main objective of this study is to explore social media marketing strategy under the open access model of academic journals.With the development of the Internet era,academic publishing business model is also undergoing tremendous transformation.Open access,this new publishing model began to develop rapidly,due to it coincide with the researchers and authors’ demand to be more widely cited and referred by peers.It gradually replaces the traditional subscription-based publishing model.Under the open access model,marketing has played a more critical role than in the past,because the business model changed from the original B2 B to B2 C.Content promotion is more important than before.At the same time,more and more Chinese people began to use social media,spend more time on social media.Social media is the most effective channel for content marketing.In this study,used SN publishing group as an example,who is the global OA pioneer.With comprehensive analysis of internal and external environment,and fully insight into the researchers of their attitude on the social media,and how they do professional work via social media,then developed social media marketing strategy and wechat implementing strategy.The research results of this paper have practical significance to SN publishing group,and could be referred by related publishers.更多还原