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【目的】提出提升学术期刊品牌形象的意见与建议,为学术期刊品牌的构建与提升提供新的思路。【方法】通过设计学术期刊品牌形象影响因素调查问卷,运用多元统计分析方法,对问卷进行了信度分析、效度分析、因子分析、相关性分析和回归分析;通过学术资源数据库收录情况、论文的质量水平、本学科领域知名专家学者发表论文情况、论文的创新程度与研究问题的前沿性、期刊发行与期刊内容传播途径、参与学术活动情况、学术道德规范等7类因素,对学术期刊品牌形象的贡献大小进行了分析。【结果】研究表明,学术期刊的品牌形象与7类影响因素均存在中等以上程度的相关性。【结论】在7类影响因素中,“学术资源数据库收录情况”是影响学术期刊品牌形象最主要的因素,其他因素也对学术期刊品牌形象的塑造产生正面影响。
【Objective】 To put forward suggestions and suggestions for improving the brand image of academic journals and to provide new ideas for the construction and promotion of academic journals. 【Methods】 By means of designing questionnaire about influencing factors of brand image of academic journals and using multivariate statistical analysis methods, reliability analysis, validity analysis, factor analysis, correlation analysis and regression analysis were carried out on the questionnaire. Results and papers were collected through the academic resource database Quality of the academic field, well-known experts and scholars in the field of academic papers published papers, the paper’s innovation and the cutting-edge of research issues, journal issues and journals dissemination of content, participation in academic activities, academic ethics and other seven factors, academic journals brand The contribution of the image size was analyzed. 【Result】 The research shows that the brand image of academic journals and the seven kinds of influencing factors all have a medium or higher degree of relevance. 【Conclusion】 Of the seven kinds of influencing factors, “the situation of collecting academic resource database” is the most important factor affecting brand image of academic journals, and other factors have a positive impact on the shaping of brand image of academic journals.