论整合营销视角下的高校科研成果信息传播
On the Information Dissemination of Scientific Research Achievements in Universities from the Perspective of Integrated Marketing
张艳萍 1葛珺沂1
作者信息
摘要
提高高校科研成果信息传播有效性,对于高校科研创新成果转化具有重要意义.文章利用SWOT分析对高校科研成果信息传播的现状进行剖析并借鉴整合营销理念,提出高校应从统筹校内参与主体、打造整体品牌效应,强化渠道协同、引导媒体资源互联互通,量身定制传播内容和形式、提升传播影响力三个方面着手,加速科研成果市场化,推动科技协同创新.
Abstract
Improving the effectiveness of information dissemination of scientific research achievements in universities is of great significance for the transformation of scientific research innovation achievements in univer-sities.This article analyzes the current situation of information dissemination of scientific research achievements in universities on SWOT analysis.Drawing on the concept of integrated marketing,to accelerate the marketiza-tion of scientific research achievements and promote collaborative innovation in science and technology it is pro-posed that the university should start from three aspects:creating overall brand effect on coordinating the main participants on campus,guiding interconnection of media resources on strengthening channel collaboration,and enhancing communication influence on customizing communication content and form.
关键词
科研成果/信息传播/整合营销传播/SWOT分析Key words
scientific research achievement/information dissemination/integrated marketing communica-tion/SWOT analysis引用本文复制引用
出版年
2024
NETL
NSTL
万方数据