Exploration and Analysis on Brand Management Paths of Popular Science Journals under the Background of Deep Media Convergence
The iterative innovation and group breakthroughs of frontier technologies such as big data,5G,artificial intelligence,cloud computing and blockchain have made the deep media convergence a profound revolution that the publishing and media industry has to face.Based on tracing back the concept of media convergence and analyzing the current development situation,starting from the changes in brand management concept,content and publishing mode,this article explores the guiding paths of brand management of popular science journals under the deep media convergence.Focusing on the brand management practices of Children and Health and Clever Fox of Xi'an Jiaotong University,it is proposed that the brand management of popular science journals should actively embrace the development trend of deep media convergence,with resource centralization,management diversification and reader customization as the core,and promote the improvement of social and economic benefits of popular science journals through the whole-process creative planning,all-channel integrated marketing and all-round fan attraction.
media convergencepopular science journalsbrand management
NETL
NSTL
万方数据
