Brand Construction And Dissemination Of Military Journals In Military Schools Under The New Media Environment

With the rapid development of network information technology, China's academic research environment has changed dramatically. In the wave of this information revolution, academic journals also undergone a fundamental change as an academic resource sharing medium. The update of media forms and means of communication not only changed the mode of production of academic information, but also to the traditional academic journals published with to profound changes in Being Digital background. if you can't take full advantage of interactive media, commonality and sharing distinctive feature, academic journals competitiveness will be greatly weakened. As colleges and universities scientific and technical journals, periodicals disciplines its brand building and where the university is closely related journals are essential for sustainable development, how to create brand characteristics of academic journals and thereby more effective dissemination of scholarly, scientific and technical journals of all colleges and universities are very attention. Journal of the military academies as an important part of military knowledge innovation project, which is different from the local science and technology periodicals Colleges feature is that a "military" character. Military science and technology journals should become famous Sinica, increase their efforts in building and establish brand awareness Journals. How to use new media technology, to ensure compliance with military rules and regulations under the premise, to create Military characteristics of journals brand, expanding military influence in scientific and technical journals, raise the level of the magazine, but also to better promote the science and technology into combat key factors.In this paper, Chinese military academies Journal of Natural Science of Universities Research Association Directory and PLA General Political Department issued a list of clues for the military academies sponsored or hosted 90 academic journals statistics, in-depth understanding of its periodicals and construction new media usage, trying to how to create a military specialties tech periodicals have a more thorough and systematic exposition. Searching through military networks, dual Internet field, the way research telephone research and other use of new media and brand building periodical propagation. Through science and technology periodicals military connotation, the value of in-depth interpretation, to analyze its journals under the brandnew media environment Construction in objective and subjective issue, focusing on the details of the construction of the journal "National University of Defense Technology" designation since to sort out, focus on how their use of new media and communication journal brand building, summarize and generalize their relevant experience, attempting to create "military" character Features periodicals issues forth a more thorough and systematic.This paper is divided into three parts, the first part of the first combination of brand marketing theory, the definition of periodicals, connotation theoretical explanations, and were on the builders journals, periodicals and journals distribution channels audience three aspects of the new media environment for science and technology Journal impact brand building and communication. Then the military status quo scientific and technical journals introduced its unique brand connotation and propagation characteristics analysis and study in the new media environment due to the reality of subjective and objective factors exist; the second part about the "National University of Defense Technology" in-depth system analysis, brand positioning, brand development, the construction of the foundation, development strategy and brand communication effect from the start, typifying military research scientific and technical journals brand-building cases; final section summarizes summarizes the Military Academy of Science and Technology journals brand-building communications should follow the rules and We should cultivate brand awareness, and make policy recommendations in the new media environment and strengthen brand communication.