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学报品牌个性作为学报品牌价值的核心,它是被人为赋予品牌并且适合于描述该品牌的一组人类个性的特征或特质。高校学报品牌个性塑造增大了高校学报的学术张力,提升了高校学报的品牌价值,突破了高校学报的发展困境。塑造高校学报品牌个性的途径有:科学定位品牌,抢占目标受众的心智资源;个性化设计品牌,增强高校学报感染力;整合营销传播,强化学报品牌个性;加大内涵建设,实行品牌个性创新。
As a core of a journal’s brand value, a journal’s brand personality is the character or trait of a group of human personalities that are artificially brand- ed and suitable for describing the brand. The shaping of brand personality of university journals has increased the academic tension of journals of colleges and universities, promoted the brand value of journals of colleges and universities, and broke the predicament of the development of journals of colleges and universities. The ways of shaping the brand personality of university journals include: positioning the brand in a scientific way to seize the mental resources of the target audience; designing the brand in a personalized manner to enhance the infection of the journals in the university; integrating marketing communication and strengthening the brand personality of the journal; intensifying the connotation construction and implementing brand personality innovation.