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借鉴《浙江农业科学》近年引入广告代理制成功的实践经验,针对科技期刊这个特定行业,从运作模式、专业团队和功能结构方面对科技期刊推行广告代理制进行了优势分析;剖析了目前科技期刊广告代理制存在的代理效果不佳、专业化程度不高、经营管理不规范、社会认可度不高等问题;提出慎重选择合作伙伴、合理商定利益分配原则、加强合作扶持、减少不规范的商业行为等对策措施。
Learn from “Zhejiang Agricultural Sciences” in recent years the successful introduction of advertising agency experience, for the sci-tech periodicals in this particular industry, from the mode of operation, professional team and functional structure of the sci-tech periodicals advertising agency system carried out the advantages of analysis; analysis of the current periodicals Ad Agency has the effect of poor agent, the degree of specialization is not high, business management is not standardized, social recognition is not high and so on; proposed careful choice of partners, the principle of reasonable distribution of benefits, strengthen cooperation and support to reduce non-standard business practices Other countermeasures.