Research On China's Educational Academic Journals

Since the launch of the reform and opening up policy,China's education has de-veloped rapidly.As the media which serve the reform of education directly,China's educational academic journals have reached a higher status.However,due to the poli-cy of transforming from institution into enterprise and the influence of digital wave,the academic journals have met a lot of problems which need to be solved.This paper,based on my own practice,aims to investigate these problems by using documentary study and comparative study.Firstly,the paper introduces the background and meaning of the theme.Secondly,it presents the current situation of China's educational academic jour-nals.According to the list of the first batch of identified academic journals published by State Administration of Press,Publication,Radio,Film and Television,there are about 260 kinds of educational academic journals,which account for 12.7%of total social science journals.Among them,CSSCI source journals of education are an out-standing example.By carrying on a quantitative study on its internal and external characteristics,I found that they are at the forefront of reader orientation,digital trans-formation and the use of new media.Yet there are still some drawbacks,such as the lack of brand building and international influence.Thirdly,it analyses the problems existing in the China's educational academic journals.For instance,the orientation of journals is often obscure.Few of them have a strong feature,which resulted in similar names and columns.Educational academic journals have a massive circulation yet little influence.In 2014,About 219 kinds of journals of pedagogy were listed in the SSCI source journals,yet none of the whole 260 kinds of Chinese educational academic journals is included.Meanwhile,there has been an argument on the operation modes of educational academic journals.So far,there are three kinds of operation modes:making profit out of the journal itself,seek-ing revenue from advertising,and charging cooperative units.Problems exist in these three modes,such as unreasonable page charges,small circulation,weak commercial advertising and the exchange of interests with cooperative units.Besides,the brand building is weak and old-fashioned.Holding academic activities and advertising for their own are far from enough under the circumstance of the rapid development of the Internet medium.At the same time,there are problems such as low digitalization de-gree and lack of independence,out-dated operative concept,high dependency on da-tabase.They lack of theory and depend too much on the database operators.Finally,it makes some suggestions based on the experience of the business in western countries and those successful domestic journals.First of all,orientate ac-curately and encourage competition in diversity.To stand out of the competition,a journal must tailor for a certain reading groups and aim to be the best,instead of the largest.The next,promote the influence of the brand.The journals should strengthen and promote quality in terms of valuing talents,topics and peer review system.Fur-thermore,regularize the page charges and diversify the publishing channels,while scaling up the advertisement management and normalizing the operation mode with cooperating units.Then,elevate images and enhance influence by building brand col-umns,cultivating core authors,integrating the online and offline activeties and hold-ing public benefit activities.Last but not least,explore a digital survival way by deep-ening the understanding and renegotiating distribution.