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针对科技期刊读者面狭窄、销售量小,难以依靠发行的收入维持自身的正常运营的现状,分析了提高科技期刊经济效益的各种途径,得出以广告养刊是科技期刊今后良性循环的最佳方法,通过与广告客户的互动,达到提高科技期刊社会效益和经济效益的经营策略。提高科技期刊的广告经营能力必须选好领导人员,必须建立完善的管理制度,强化日常管理,学习国际期刊集团广告经营方式,加强从业人员的管理,提高从业人员的素质等建议。
In view of the fact that the sci-tech periodicals are narrow in readership and small in sales volume, it is difficult to rely on the revenue of distribution to maintain their normal operation. Various ways to improve the economic benefits of sci-tech periodicals are analyzed. Good method, through interaction with advertisers, to achieve the social and economic benefits of science and technology journals to improve business strategy. In order to improve the advertising management ability of sci-tech periodicals, we must select the leaders, establish the perfect management system, strengthen the daily management, study the advertising mode of the international periodicals groups, strengthen the management of the employees and improve the quality of the employees.