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基于近20年来中国免费电视迅速发展的成功经验,论述开放存取期刊采用广告模式作为重要经费模式的可行性和必要性,并从观念变革、专业化分工、广告营销和自身的广告宣传等方面对如何在OA期刊上运营广告进行探讨与模式建构,旨在解决目前的作者付费模式所存在的一系列问题,以期通过广告经费模式支撑OA期刊进行科研成果的推广,从而更好地实现其宗旨。
Based on the successful experience of the rapid development of free TV in China in the past two decades, this paper discusses the feasibility and necessity of adopting the advertising model as an important funding model in open access journals. From the perspectives of concept change, specialization, advertisement marketing and own advertising To discuss and model how to run advertisements in OA journals aims to solve a series of problems existing in the present authors’ payment model in order to support OA journals to promote scientific research through advertising expenditure models so as to better achieve their aims .