Research Of The Competitiveness Of China's Agricultural Sci-tech Journals

Due to the benefits of the macroeconomic situation and policies, greatly enhancing of the national scientific research and the reforms in the publishing industry to promote, China's agricultural journal sector is facing a great opportunity to promote,however, the marketization , globalization has also given the sector of agricultural science and technology journal many opportunities as well as challenges. Therefore, the meaning of investigating the competitiveness of agricultural periodicals is to know the strength,weakness, opportunity and threat which China's agricultural science and technology journals facing with,so as to enhance the economic effects and social effects of the agricultural journals, make clear self-location and create a kind of healthy atmosphere between the competition of the journals, and provide practical guidance and theoretical support of the periodical industry restructuring and transforming of the business models and ideas.In this paper, the method of quantitative analysis and qualitative analysis are adopted.The quantitative data are mainly based on CNKI,which covers the data of the year 2006-2008; qualitative data is obtained through Delphi method, and then transformed into quantitative data.The normalization of all the quantitative data will be made before calculating the weighted scores;status analysis mainly through expert-consultation and literature research methods to obtain the basic researching materials. First of all, the agricultural journals'competitiveness evaluation system was established according to the FAHP, basing on the agricultural science and technology journals competitiveness evaluation system, using benchmarking method,the competitiveness between the competitiveness technical and popular Journals and different classifications of journals which is about 631 kinds of different agricultural science and technology journals,the interior competitiveness among those classifications which based on the basic subject classification are studied.Secondly, a more comprehensive understanding of China's agricultural journals was obtained by analyze the strengths, weaknesses, opportunities and threats of agricultural journals by using the SWOT method .The strengths of the China's agricultural journals are the larger quantities and all-around types of journals, advantages in some species and professional editorial team as well as the funds and policy support from the government and the sponsors .The weaknesses are the backward operating institutions, lower management level , fall behind ideas, rare reserve of talents, lack of journal characteristic, and slow dissemination of information. The opportunities are the benefits from the national policy, the chances bringing by the globalization and marketization, and the reforms of the macroeconomic system, the Building an Innovative Country Strategies will also provide many opportunities .The threat s are the challenges also bringing by the globalization and marketization, the competition from other journals, the more impetuous of the academic atmosphere and the troubles from the acceleration of information dissemination as well as the increasing of information exchange channels.Four strategies such as brand strategy, humanism strategy, group strategy and marketization strategy were given at the last,according to the results of the benchmarking analysis and SWOT analysis.