The Research Of The Government Electronic Journals’ Communication Strategy

The arrival of digital publishing and digital reading, start a new round of competition between the media.This change for the government category of electronic journals survive and development have given a new opportunity and challenge. The government electronic periodicals have to play their own advantages, the integration of information resources, comply with the development tide of digital, build brand value chain and formed a set of effective communication strategy, so that the Government Electronic Periodicals in the periodical market stand forever.This paper mainly through literature analysis, data sorting method and inductive reasoning method as the main research method, starting from the concept of government electronic journals, as a research starting point, analyzes how the government electronic journals published by digitization, information public, information dissemination intelligent, readers "7 s" the development of the factors, developed the journals to communication, interpret, guidance, authority, ideological content in the integration of multiple element fusion editing of digital publications. Summarize the government electronic journals for mostly in the form of paper periodical electronic copy, missing editor & reader interaction, positioning fuzzy, serious homogeneity, electronic journals and inadequate development of mobile media development bottleneck. Combined with some relatively successful development of the country electronic journal integrating case, and based on the characteristics of the government electronic journals, in expanding content resources, personalized format design, "small screen" journal of construction, put forward suggestion to build brand value chain, to electronic journals is more close to the government, more timely, more audience’s long-term development.