Research On Product Strategy Of Chinese Science Journal Going Out In The Context Of New Globalization

In the era of new globalization,the world's political and economic ties are becoming more closely linked,and factors such as science and technology,culture,values,and ideology continue to conflict and merge in international exchanges.Strong cultural communication capabilities can enhance the country's cultural soft power,thereby enhancing a country's international influence and voice.As a carrier of national scientific research achievements,the science journal “going out” is an important path for China to participate in the new global international competition.Firstly,based on the analysis of previous researches,this paper puts forward the concept of “scientific journal products”,and believes that sci-tech journal products are the core of science and technology publishing industry,and the development of science and technology publishing industry provides demand and support for product optimization.Secondly,from the dual perspectives of Science Journals products and industries,the status quo of China's Science Journals “going out” is analyzed from the current stage results,industry-related factors and product strategies,and the product strategies of “going out” in China's Science Journals are summarized.Insufficient positioning,low product development capabilities,insufficient product mix,and failure to build product brands.Thirdly,combining with the typical cases of “going out” of domestic and foreign scientific and technical journal products,the paper summarizes the product characteristics of typical internationalized scientific journals and the product strategies and safeguard measures adopted,and at the same time,the products of Chinese science and technology journals under the background of new globalization.Going out to conduct SWOT analysis,pointing out the advantages,disadvantages,threats and opportunities of the internationalization of China's Science Journals products,and put forward corresponding measures.Finally,the following conclusions are drawn: 1 It clarifies the difference between “internationalization development” and “oriented to international development”of Science Journals.It points out that the Science Journals in China are based on actual conditions and should be adapted to the content of international Science Journals.Positioning;2 In the product portfolio,we must vigorously develop digital products,construction platforms and databases;3 we should provide diversified services in addition to the journal itself in product development,and build brands through serialization and specialization development;From the talent team,operation management and other aspects to provide protection for the above product strategy.In this paper,the author strives to absorb the successful experience of excellent cases on the basis of analyzing the status quo,starting from the reality of our country,and comprehensively discussing the product strategy of Chinese science and technology journals to the international market.