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【目的】当前网络科技日益成熟,新媒体平台的迅猛发展不断冲击着传统纸媒的生存空间。为了刊物的长远发展,科普类杂志应转变营销传播模式,借助新媒体平台实现自身品牌的塑造。【方法】 基于传统的杂志期刊营销模式,创新性地引入“网络整合营销传播”理论和“拟人化沟通”理论,分析以《博物》杂志为例的科普类杂志品牌塑造的策略。【结果】探讨了《博物》杂志的网络整合营销传播模式的基本架构,并基于“拟人化沟通”理论,具体分析了《博物》杂志借助新媒体平台塑造科普类杂志品牌形象的过程。【结论】《博物》杂志借助新媒体平台的运营,扩大了受众范围,提升了杂志销量,成功塑造了自身的科普类杂志品牌形象,对我国科普类杂志的品牌塑造富有现实的借鉴意义。 相似文献
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随着科技馆在社会公众中的影响力日益增大,以科技馆为传播主体,通过传统媒介和新媒体为载体,与公众交流、沟通、分享科技信息的过程或行为的科学传播活动在科技教育中的作用日趋明显。面对目前存在的活动质量参差不齐、公众参与热情不够高涨的现状,如何在保证活动质量的基础上,创新思维,控制成本,实现社会效益的最大化,真正实现科普活动的可持续发展,成为科技馆界一直在讨论的问题。本文将从人才培养、主题选择、评估方法、核心环节四个方面如何创新发展举例,探讨科学传播活动在如何创新上的具体可操作层面。 相似文献
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在转型升级和新媒体传播背景下,本研究提出了本土新奢侈品品牌的概念,构建了基于新媒体传播为调节变量的产品感知、品牌感知、传统广告与消费购买意向的影响模型。同时,针对近400位顾客搜集了333份有效问卷,进行了实证分析。研究结果表明,新媒体传播在本土新奢侈品产品感知、品牌感知、传统广告与消费购买意向中发挥调节效应,即新媒体传播能增强本土奢侈品产品感知和品牌感知和传统广告对购买意向的影响。与传统广告"一闪而过"的形式不一样,新媒体传播更重视消费者参与,从"一过"到行动和积累,逐步让受众感到愉悦和产生口碑,借助线上线下(O2O)互动和媒介融合来发挥新媒体传播的威力,及找到本土新奢侈品品牌培育绝佳的营销途径。该研究发现为新媒体传播背景下本土新奢侈品品牌培育与路径探索提供了理论参考和实践贡献。 相似文献
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阐释新媒体的含义、外延及其特点,剖析新媒体信息对于企业竞争情报的价值,认为新媒体是企业的新型营销工具、传播利器、危机处理平台和用户服务窗口,提出通过创新情报研究方法,有效利用新媒体信息,使其成为企业竞争情报有益补充的建议。 相似文献
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本文分析了移动通信服务业营销传播的特点及存在的问题,在此基础上提出了适合于该行业营销传播的"活动营销"策略;结合具体案例阐明了在移动通信"活动营销"策划中应该如何确定沟通对象、沟通目标、设计信息和选择信息传播载体等一系列问题;指出移动通信服务业要有效地开展"活动营销"还应在活动主题的挖掘上狠下工夫,要进一步加强活动的整体协调性;要改进配合主题信息传播的前期活动等。 相似文献
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《中国科学院院刊(英文版)》2008,22(1):2-3
CAS should stick to the principle of rendering service to, and giving impetus for, the development of China＇s science enterprise by making S＆T innovations, said CAS President LU Yongxiang. The CAS president made the remarks in a recent talk to communicate the gist of the winter session of the Party＇s Leading-member Group at CAS, which was held from 7 to 11 January in Beijing. 相似文献
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Marjorie Armstrong-Stassen Margaret Landstrom Ramona Lumpkin 《The Information Society》1998,14(2):153-164
This study examined how students who had no prior experience with videoconferencing would react to the use of videoconferencing as an instructional medium. Students enrolled in seven different courses completed a questionnaire at the beginning of the semester and again at the end of the semester. Students at the origination and remote sites did not differ in their reactions toward videoconferencing but there was a significant difference for gender. Women reacted less favorably to videoconferencing. Compared to the beginning of the semester, students reported significantly less positive attitudes toward taking a course through videoconferencing at the end of the semester. There were no significant differences in students' attitudes toward videoconferencing across courses at the beginning of the semester but there were significant differences across the courses at the end of the semester. The results suggest the need for better preparation for both students and instructors. 相似文献
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《中国科学院院刊(英文版)》2008,22(1)
With great care, Dr. ZHOU Zhonghe takes out a package wrapped by cotton tissue from a drawer and says: "This is the gem of our collections: the fossil of a bird that lived 125 million years ago!" Then, pointing at a tiny mound, he explains: "Look, this is the claw and that is the head. It was in the egg shell and ready to hatch ... The species fell into a family of waterside inhabitants." 相似文献
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A joint study by Prof. ZHANG Zhibin from the CAS Institute of Zoology his co-workers from Norway US Swiss have indicated that historical outbreaks of migratory locusts in China were associated with cold spells suggesting that China's projected climate warming could decrease the pest's numbers. The study was published in Proceedings of the National Academy of Sciences on September .…… 《中国科学院院刊(英文版)》2008,22(1):6-7
Ajoint study by Prof. ZHANG Zhibin from the CAS Institute of Zoology and his co-workers from Norway, US and Swiss have indicated that historical outbreaks of migratory locusts in China were associated with cold spells, suggesting that China＇s projected climate warming could decrease the pest＇s numbers. The study was published in Proceedings of theNational Academy of Sciences on 17 September, 2007. 相似文献
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Caroline Haythornthwaite 《The Information Society》2001,17(3):211-226
A computer-mediated group is a complex entity whose members exchange many types of information via multiple means of communication in pursuit of goals specific to their environment. Over time, they coordinate technical features of media with locally enacted use to achieve a viable working arrangement. To explore this complex interaction, a case study is presented of the social networks of interactions and media use among members of a class of computer-supported distance learners. Results show how group structures associated with project teams dominated who communicated with whom, about what, and via which media over the term, and how media came to occupy their own communication niches: Webboard for diffuse class-wide communication; Internet Relay Chat more to named others but still for general communication across the class; and e-mail primarily for intrateam communication. Face-to-face interaction, occurring only during a short on-campus session, appears to have had a catalytic effect on social and emotional exchanges. Results suggest the need to structure exchanges to balance class-wide sharing of ideas with subgroup interactions that facilitate project completion, and to provide media that support these two modes of interaction. 相似文献
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Electronic data interchange (EDI) provides means for interorganizational communication, creates network externalities, requires an advanced information technology (IT) infrastructure, and relies on standards. In the diffusion of such innovations, institutional involvement is imperative. Such institutions contain governmental agencies, national and global standardization organizations, local government, and nonprofit private organizations like industry associations. The last type of organizations we call intermediating institutions. They intermediate or coordinate ("inscribe") the activities of a group of would-be adopters. Unfortunately, little is known of how these organizations shape the EDI diffusion trajectory. In this article we examine one specific type of intermediating organizations?industry associations?and how they advanced the EDI diffusion process in the grocery sectors of Hong Kong, Denmark and Finland. We identify six institutional measures, placed into a matrix formed by the mode of involvement (influence vs. regulation) and the type of diffusion force (supply push vs. demand pull), that can be mobilized to further the EDI diffusion. Industry associations were found to be active users of all these measures to varying degrees. Their role was critical especially in knowledge building, knowledge deployment, and standard setting. Furthermore, institutional involvement varied due to policy and cultural contingencies and power dependencies. 相似文献
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Puay Tang 《The Information Society》1998,14(1):19-31
The increasing prospects of digital piracy has prompted the perceived need by electronic publishers to adopt technical systems of protection, and governments to reform their copyright laws. This article is a preliminary study of the management of intellectual property by electronic publishers, defined as those involved in the production of online databases, and CD-ROMs. It focuses on three main issues: (1) how electronic publishers view the increasing threat of piracy; (2) the methods of protection employed to protect intellectual property in digital format; and (3) the importance of technological protection of intellectual property in electronic publications. The analysis is based on a sample of 23 UK electronic publishers. The interviews revealed an interesting assortment of protection methods and did not show that technological protection was a preferred way. Instead, the means of protection, in addition to copyright law, comprised niche markets, pricing, trust, bad publicity, and nontechnical and technical means. 相似文献
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Milton Mueller 《The Information Society》2001,17(3):151-163
Long-standing conflict between domain name registrants and trademark holders prompted the Internet Corporation for Assigned Names and Numbers (ICANN) to create a global, mandatory arbitration procedure known as the Uniform Dispute Resolution Policy (UDRP). The UDRP has been used in 2166 cases involving 3938 domain names as of 1 November 2000. The policy gives the initiator of a complaint, generally a trademark holder, the right to choose which ICANN-accredited dispute resolution service provider (RSP) will handle the case. During the preparation of the UDRP,some feared that complainant selection would lead to "forum shopping" that might bias the results. This article performs a statistical assessment of the forum-shopping thesis and finds support for it. There are statistically significant differences in the various RSPs' propensity to take away names from defendants; there are also major differences in the number of cases brought to each RSP. RSPs who take away names have the larger share of cases. The study examines other variables that might explain differences in market share, such as price, the plaintiff's nationality, or the time taken to decide a case. It finds that nationality and time also are correlated with market share. The study concludes that shopping for a favorable outcome is an important factor in the UDRP. 相似文献
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Prof. Raymond C.K. Chen a neuropsychologist with the CAS Institute of Psychology has made novel progress in his studies of schizophrenia. His work has been reported by a recent issue of Behavioural Neurology.…… 《中国科学院院刊(英文版)》2008,22(1):15-15
Prof. Raymond C.K. Chen, a neuropsychologist with the CAS Institute of Psychology, has made novel progress in his studies of schizophrenia. His work has been reported by a recent issue of Behavioural Neurology. 相似文献
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Prof. SUN Changpu from the CAS Institute of Theoretical Physics coworkers from University of Basel in Switzerland have worked out a way - at least in theory - to split a beam of molecules according to their chirality. The technique involves passing the molecules through three different laser beams is similar to the famous Stern-Gerlach effect whereby a beam of atoms passing through a magnetic field is split in two according to the atoms' spin states 《中国科学院院刊(英文版)》2008,22(1):23-23
Prof. SUN Changpu from the CAS Institute of Theoretical Physics and coworkers from University of Basel in Switzerland have worked out a way --at least in theory --to split a beam of molecules according to their chirality. The technique involves passing the molecules through three different laser beams and is similar to the famous Stern-Gerlach effect, whereby a beam of atoms passing through a magnetic field is split in two according to the atoms＇ spin states （Phys. Rev. Lett. 99 130403）. 相似文献